The traditional approach to marketing research and the traditional tools of analysis is looked at in this new text. It discusses new developments, particularly in the areas of qualitative data analysis and marketing decision support systems. The author starts by looking at the nature and needs of marketing research. An overview is given of the process of marketing research in one of the chapters which concludes by looking at the role of agencies and ethical issues.
- ISBN10 0273625314
- ISBN13 9780273625315
- Publish Date 17 April 1997
- Publish Status Out of Print
- Out of Print 28 January 2000
- Publish Country GB
- Imprint Pearson Education Limited
- Format Paperback
- Pages 384
- Language English