The direction of "Marketing Research, 2e" heads towards a more application-oriented approach, wonderfully enhanced by the creation of a custom website that will enable students to complete their marketing research project with our online support. In addition to this distinction, the focus of the new edition takes an application-oriented approach, providing students with the tools and skills necessary to solve business problems and exploit business opportunities. This book is also unique from any other in the market in three significant ways. First, it provides a greater balance between primary and secondary information and the techniques and methods that underpin these two important types of data. Second, it offers in-depth coverage of the critical research tools and skills that will be required of today and tomorrow's marketing researchers and business decision-makers. Third, with its in-depth coverage of secondary research, the practice of customer-based management is highlighted, as this book helps students see what real companies are doing for their marketing research.
This book provides students a realistic and current view of the practice and importance of marketing research in the business world.
- ISBN10 0072820209
- ISBN13 9780072820201
- Publish Date 1 June 2002 (first published 16 May 2002)
- Publish Status Out of Print
- Out of Print 13 May 2006
- Publish Country GB
- Publisher McGraw-Hill Education - Europe
- Imprint McGraw-Hill Publishing Co.
- Edition 2nd edition
- Language English