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Essential to any student of the discipline, this textbook offers a comprehensive, applied approach to understanding and designing market research. Balancing the fundamental quantitative methodologies and theoretical structures with practical applications of qualitative techniques, this book is ideal for the novice researcher, and for those more familiar with the discipline. With an emphasis on both critical thinking and hands-on application, the textbook contains: several real life case studies; useful learning features such as key terms, definitions and discussion topics, and is supported by a companion website.
Essential to any student of the discipline, this textbook offers a comprehensive, applied approach to understanding and designing market research. Balancing the
Marketing Research provides comprehensive information on both the quantitative methods used in marketing research and the many considerations a manager faces wh
Essentials of Marketing Research takes an applied approach to the fundamentals of marketing research by providing examples from the business world of marketing
Market research has never been more important. As organizations become increasingly sophisticated, the need to profile customers, deliver customer satisfaction,
