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Comprehensive in scope and realistic in perspective, this seventh edition outlines for those new to the field the complete and continuous sequence of a research project`s development. It provides technical instruction on applied research techniques in marketing and explains when and how to use marketing research, and how to evaluate it. It also provides an insight into the management of research and its societal issues. The book is appropriate for a one semester/quarter, junior/senior level course. It requires a background in basic marketing and basic statistics.ISBN : 9788120304840
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Pages : 702
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