Marketing Research : Methodological Foundations Eighth Edition (The Harcourt Series in Marketing) / Gilbert A. Churchill, Dawn Iacobucci

This market leader has established itself as a classic through seven previous editions by presenting superior, balanced coverage of both the qualitative and quantitative aspects of marketing research. The six stages of the research process provide a solid framework to ensure the development of students' conceptual and practical understanding of marketing research. It may be used for both upper-division undergraduate and graduate level courses.
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