Marketing Research
Methodoligical Foundations
Résumé
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.
A modular design enhances teaching flexibility by placing some of the more complex information in appendices immediately after the chapter to allow individual professors complete control over the amount and breadth of the material covered during the course.
The market includes all universities that teach a course in Marketing Research. It may be used for both upper-division undergraduate and graduate level courses.
Contents
Preface
1. Marketing Research, the Research Process, and Problem
Definition
2.Determine Research Design
3. Design Data-Collection Method and Forms
4. Sample Design and Data Collection
5. Analysis and Interpretation of Data
6. The Research Report
Caractéristiques techniques
| PAPIER | |
| Éditeur(s) | Dryden |
| Auteur(s) | JR. Churchill, a. Gilbert |
| Parution | 08/04/2002 |
| Édition | 7eme édition |
| Nb. de pages | 1014 |
| Format | 21 x 26 |
| Couverture | Relié |
| Poids | 1850g |
| Intérieur | Noir et Blanc |
| EAN13 | 9780030238161 |
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