Essentials of marketing research
著者
書誌事項
Essentials of marketing research
McGraw-Hill Irwin, c2010
2nd ed., international student ed
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注記
Edition statement from cover
Includes bibliographical references and indexes
内容説明・目次
内容説明
Essentials of Marketing Research concisely delivers an up-to-date review of a broad variety of marketing research topics. It takes an application-oriented approach, providing students with the tools and skills necessary to solve business problems and exploit business opportunities. The authors' years of experience in real-world marketing research is evident throughout, from their thorough treatment of qualitative research (given short shrift in many other books) to their knowledgeable coverage of sample size rules-of-thumb, conducting a background literature review, and the importance of new market research tools and techniques. Essentials of Marketing Research gives students a strong command of market research principles, while being short enough to use alongside cases or projects.
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