Marketing research methodological foundation

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Expect superior, balanced coverage of both qualitative and quantitative marketing research with this market-leading text from respected marketing authorities Dr. Dawn Iacobucci and Dr. Gilbert Churchi...
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Expect superior, balanced coverage of both qualitative and quantitative marketing research with this market-leading text from respected marketing authorities Dr. Dawn Iacobucci and Dr. Gilbert Churchill. Recognized as the classic authority for today's marketing research, Marketing Research: Methodological Foundations, 10e, International Edition ensures the reader develops a strong conceptual as well as practical understanding of marketing research as it's practiced today. The book's thorough coverage of the six stages of the research process provides a solid marketing research framework while addressing topics and tools of emerging importance. New Qualtrics[trademark] research activities and coverage of SPSS 17 offer first-hand practice with some of the most popular online survey tools used in business today. With its proven applications, clear presentation, and variety of timely cases, Marketing Research: Methodological Foundations, 10e, International Edition serves as an exceptional learning tool for today's learners and as an invaluable reference tool for professionals throughout their careers.
Uitgever South Western Publ. Co.
Druk 10
ISBN/EAN 9780538743778
Auteur Churchill, G. Iacobucci, D.
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