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Essentials of Marketing Research Book
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Product Description
"Essentials of Marketing Research" concisely delivers an up-to-date review of a broad variety of marketing research topics. It takes an application-oriented approach, providing students with the tools and skills necessary to solve business problems and exploit business opportunities. The authors' years of experience in real-world marketing research is evident throughout, from their thorough treatment of qualitative research (given short shrift in many other books) to their knowledgeable coverage of sample size rules-of-thumb, conducting a background literature review, and the importance of new market research tools and techniques. "Essentials of Marketing Research" gives students a strong command of market research principles, while being short enough to use alongside cases or projects.
- 0071220283
- 9780071220286
- Jr., Joseph F. Hair, Mary Wolfinbarger, Robert P Bush, David J. Ortinau
- 1 February 2010
- McGraw-Hill Higher Education
- Paperback (Book)
- 2
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