MARKETING RESEARCH A CONCISE INTRODUCTION
An introductory textbook that provides students with the essential information needed to plan and perform marketing research for the first time.The Second Edition presents a balanced mix of qualitative and quantitative methods, reflecting contemporary trends. This includes a new chapter on Netnograp...
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| Main Author: | |
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| Format: | Book |
| Language: | English |
| Published: |
London
SAGE Publications Ltd
2018
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| Edition: | 2ND EDITION |
| Subjects: | |
| Online Access: | Click Here to View Status and Holdings. |
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Add Tag | Summary: | An introductory textbook that provides students with the essential information needed to plan and perform marketing research for the first time.The Second Edition presents a balanced mix of qualitative and quantitative methods, reflecting contemporary trends. This includes a new chapter on Netnography and new and increased coverage of the digital aspects of marketing research and the impact of social media and the online environment.The book includes exercises and activities within the chapters that can be used in class. |
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| Physical Description: | xv, 311 pages illustrations 23 cm |
| Bibliography: | Includes bibliographical references (pages [300]-307) and index |
| ISBN: | 9781526419279 9781526419262 |
MARKETING RESEARCH A CONCISE INTRODUCTION