Presents a look at both the principles and practices of marketing research with balanced coverage of qualitative and quantitative material. Written from the perspective of marketing research users, the book reflects current trends in international marketing, ethics, and the integration of microcomputers and mainframes. It strives to build on the success of the first edition by being current, contemporary, illustrative and user-friendly.
- ISBN10 0132428016
- ISBN13 9780132428019
- Publish Date January 1996 (first published 16 November 1992)
- Publish Status Out of Print
- Out of Print 6 November 2009
- Publish Country US
- Imprint Pearson Education (US)
- Edition 2nd Revised edition
- Format Paperback
- Pages 976
- Language English