Introducing Marketing Research
Paul Baines author Bal Chansarkar author
Format:Paperback
Publisher:John Wiley & Sons Inc
Published:22nd Apr '02
Currently unavailable, and unfortunately no date known when it will be back
Many textbooks have been published on marketing research but most are very quantitative and are also too detailed for students taking a one-semester course; they do not focus on important qualitative issues such as depth interviews and focus groups - the authors redress this imbalance. Written as an introduction to marketing research, this book also includes chapters on business to business marketing research and internet marketing research. The authors adopt a practical focus and include numerous examples as well as coursework assignments.
"…an excellent introduction to the topic…certainly a text I would recommend for undergraduate marketing/ marketing research courses…" (The Marketing Review, Winter 2002)
ISBN: 9780471497707
Dimensions: 238mm x 188mm x 20mm
Weight: 652g
368 pages