Marketing Research (6th ed)
Type
Book
Authors
ISBN 10
0471170690
ISBN 13
9780471170693
Category
Unknown
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Publication Year
1997
Publisher
Pages
792
Description
This text aims to help both future managers and future researchers understand and appreciate marketing research, when it can and should be used, what research alternatives exist, how to recognize effective and ineffective research, and how to interpret and apply the results. The authors take a micro-macro-micro approach to presenting marketing research. They first introduce the reader to where marketing research fits into the organization and how it can help decision making. This is followed by information detailing each aspect of the process which is presented in a decision-oriented perspective to help students develop decision making skills. The concluding chapters provide a macro-level treatment of the applications of marketing research. - from Amzon
Number of Copies
1