Fundamentals of Marketing Research

von Scott M. Smith, Gerald S. Albaum

896 Seiten, Hardcover

Kurzbeschreibung des Verlags

Fundamentals of Marketing Research covers all facets of marketing research including method, technique, and analysis at all levels. The methodological scope regarding research design, data collection techniques, and measurement is broad with three chapters devoted to the critical area of measurement and scaling. The presentation is from primarily a pragmatic and user-oriented perspective which aides the student to evaluate the research presented to them. This text explores cutting-edge technologies and new horizons while ensuring students have a thorough grasp of research fundamentals.

• Themen: Wirtschaftswissenschaft, Finanzen, Betriebswirtschaft und Management Betriebswirtschaft und Management Marketing und Vertrieb Marktforschung
• ISBN: 9780761988526
• Sprache: Englisch
• Erscheinungsdatum: 07.10.2004
• Größe: 241 x 196 mm
• Verlag: Sage Publications, Inc