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Essentials of Marketing Research

Af: Naresh Malhotra, David Birks, Peter Wills Engelsk Paperback

Essentials of Marketing Research

Af: Naresh Malhotra, David Birks, Peter Wills Engelsk Paperback
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This new book offers all the authority of Naresh Malhotra’s best-selling Marketing Research title combined with lots of European examples and a clear focus on helping students to understand how to diagnose and direct research questions that will support marketing decision making. Beyond this, students will get an appreciation of what good research design means. Secondary and primary data collection techniques; qualitative and quantitative methods and forms of analysis; and conveying the insights from research findings will give students a clear view of how to make marketing research work.

The ethical dilemmas faced by researchers, the social and cultural issues of research created by globalisation and more powerful forms of communication (e.g. e-communication) will be addressed. This text aims to present a clear understanding of the nature, scope and process of marketing research at an introductory level and to give students the study skills to confidently design all stages of the marketing research process.

This book is perfect for one semester courses in Marketing Research.

 

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This new book offers all the authority of Naresh Malhotra’s best-selling Marketing Research title combined with lots of European examples and a clear focus on helping students to understand how to diagnose and direct research questions that will support marketing decision making. Beyond this, students will get an appreciation of what good research design means. Secondary and primary data collection techniques; qualitative and quantitative methods and forms of analysis; and conveying the insights from research findings will give students a clear view of how to make marketing research work.

The ethical dilemmas faced by researchers, the social and cultural issues of research created by globalisation and more powerful forms of communication (e.g. e-communication) will be addressed. This text aims to present a clear understanding of the nature, scope and process of marketing research at an introductory level and to give students the study skills to confidently design all stages of the marketing research process.

This book is perfect for one semester courses in Marketing Research.

 

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Se mere i:
Produktdetaljer
Sprog: Engelsk
Sider: 496
ISBN-13: 9780273724339
Indbinding: Paperback
Udgave:
ISBN-10: 0273724339
Kategori: Markedsundersøgelser
Udg. Dato: 11 apr 2013
Længde: 18mm
Bredde: 195mm
Højde: 264mm
Forlag: Pearson Education Limited
Oplagsdato: 11 apr 2013
Forfatter(e): Naresh Malhotra, David Birks, Peter Wills
Forfatter(e) Naresh Malhotra, David Birks, Peter Wills

Kategori Markedsundersøgelser

ISBN-13 9780273724339

Sprog Engelsk

Indbinding Paperback

Sider 496

Udgave

Længde 18mm

Bredde 195mm

Højde 264mm

Udg. Dato 11 apr 2013

Oplagsdato 11 apr 2013

Forlag Pearson Education Limited

Kategori sammenhænge