Completely revised and updated, this text is designed to meet the needs of business students and marketing researchers. Focusing on the logic of the research process, it discusses when to use research, how to recognize effective research, what alternatives exist, and how to apply results. New information on scanner technology and data management along with advertising research are contained in the book. Also included are case studies based on actual management problems in a wide variety of situations, giving marketing students hands-on experience in the decision making process.
- ISBN10 0471517356
- ISBN13 9780471517351
- Publish Date 18 April 1990 (first published 1 January 1980)
- Publish Status Out of Print
- Out of Print 11 April 1996
- Publish Country US
- Publisher John Wiley and Sons Ltd
- Imprint John Wiley and Sons (WIE)
- Edition International 2 Revised ed
- Format Paperback
- Pages 784
- Language English