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.
- ISBN10 0471497703
- ISBN13 9780471497707
- Publish Date 22 April 2002
- Publish Status Active
- Publish Country US
- Imprint John Wiley & Sons Inc
- Format Paperback
- Pages 368
- Language English