Marketing research : text and cases /
This step-by-step textbook shows students how to design, conduct, and interpret market research. Marketing research: text and cases covers the full range of this topic from the difference between strategic and tactical decisions to choosing the proper research design and on to advice on successfully...
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| Main Author: | |
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| Other Authors: | , |
| Format: | Book |
| Language: | English |
| Published: |
New York :
Best Business Books,
c2002.
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| Subjects: |
| Summary: | This step-by-step textbook shows students how to design, conduct, and interpret market research. Marketing research: text and cases covers the full range of this topic from the difference between strategic and tactical decisions to choosing the proper research design and on to advice on successfully presenting results. Marketing research provides clear explanations of complex issues, including the interpretation of statistics. Its charts, graphs, figures, sample questionnaires, and case studies make important points easier to grasp. The practice cases (including an SPSS data disk) offer engaging real-world problems that test the student's research and analysis skills. |
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| Item Description: | Student data on CD accompanying the text is also available on floppy disk from The Haworth Press. |
| Physical Description: | xi, 395 p. : ill. ; 23 cm. + 1 computer optical disc (4 3/4 in.) |
| Bibliography: | Includes bibliographical references (p. 379-383) and index. |
| ISBN: | 0789009404 (hardcover : alk. paper) 0789015900 (alk. paper) |