Basic Marketing Research (The Dryden Press series in marketing)
Description
This best-selling introductory text breaks the complex maze of marketing research down into seven straightforward stages. A managerial emphasis, new photo essays, profiles of marketing research professionals, and real research studies provide excellent views of modern practice in the field. Features: * A managerial emphasis makes a stronger connection between the way problems are analyzed and defined and the types of research employed to support good decision making. * Twenty-eight end-of-part cases help students develop evaluation skills as they examine each stage of the research process...
ISBN(s)
0030983673, 9780030983672
