EXPLORING MARKETING RESEARCH
"Exploring Marketing Research" deals with the design, collection, analysis, and reporting of marketing research data relevant to a firm's current and future needs. The text focuses on students as managers, not practitioners, of marketing research. Students learn about traditional type...
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| Other Authors: | |
| Format: | Book |
| Language: | English |
| Published: |
Mason, OH
Thomson South-Western
2007
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| Edition: | NINTH EDITION |
| Subjects: | |
| Online Access: | Click Here to View Status and Holdings. |
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Add Tag | Summary: | "Exploring Marketing Research" deals with the design, collection, analysis, and reporting of marketing research data relevant to a firm's current and future needs. The text focuses on students as managers, not practitioners, of marketing research. Students learn about traditional types of marketing research, such as designing questionnaires, as well as the latest technological developments that facilitate marketing research including data collection devices, data analysis tools, and practical approaches to data analysis. In addition, this edition places more emphasis on ethical and international issues relating to marketing research. |
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| Physical Description: | xxi, 698 pages color illustrations 29 cm |
| Bibliography: | Includes bibliographical references and index |
| ISBN: | 0324539029 9780324539028 |
Exploring marketing research