Written from the perspective of users of marketing research, this easy to read and understand book presents concepts and principles at a basic level. It is practical, applied, and managerial, and focuses on important contemporary issues-in total quality management, international marketing, technology, ethics, and the Internet. A four-part organization outlines a six-step framework for conducting market research. Part I provides an introduction to marketing research and discusses problem definition; Part II covers research and design; Part III presents field work and data preparation; and Part IV looks at data analysis and communicating the research. For all professionals who are either users or providers of marketing research.
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