This book takes an 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. Students are given the tools and skills necessary to solve business problems and exploit business opportunities. There are three significant ways in which this book differs from any other in the market: 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 deals thoroughly with 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.
- ISBN10 0071164766
- ISBN13 9780071164764
- Publish Date February 2000 (first published 1 October 1998)
- Publish Status Out of Print
- Out of Print 18 November 2002
- Publish Country GB
- Publisher McGraw-Hill Education - Europe
- Imprint McGraw-Hill Education (ISE Editions)
- Format Paperback
- Pages 704
- Language English