This book, which represents a departure from the standard offerings for this course, is distinctive 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 information research tools and skills that will be required of today and tomorrow's marketing researchers and business decision-makers. Third, it is so replete with real-world material that it allows students to see the immediate value of marketing research.
- ISBN10 0072358440
- ISBN13 9780072358445
- Publish Date 1 November 1999
- Publish Status Out of Print
- Out of Print 29 May 2009
- Publish Country US
- Publisher McGraw-Hill Education - Europe
- Imprint McGraw Hill Higher Education
- Pages 704
- Language English