Essentials of Marketing Research

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 your students a strong command of market research principles, while being short enough to use alongside your favorite cases or projects.

Dettagli sul prodotto

• Autori: Joseph F. Hair, David J. Ortinau, Mary F. Wolfinbarger
• Editore: Mcgraw Hill Academic
• Lingue: Inglese
• Formato: Tascabile
• Pubblicazione: 13.07.2007
• EAN: 9780073381022
• ISBN: 978-0-07-338102-2
• Pagine: 382
• Dimensioni: 203 mm x 248 mm x 19 mm