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Essentials of Marketing Research (2nd Edition)

Essentials of Marketing Research concisely delivers an up-to-date review of a broad variety of marketing research topics. It takes an application-oriented approach, providing students with the tools and skills necessary to solve business problems and exploit business opportunities.

The authors' years of experience in real-world marketing research is evident throughout, from their thorough treatment of qualitative research (given short shrift in many other books) to their knowledgeable coverage of sample size rules-of-thumb, conducting a background literature review, and the importance of new market research tools and techniques.

Essentials of Marketing Research gives students a strong command of market research principles, while being short enough to use alongside cases or projects.

Publisher: McGraw-Hill Education; 2 edition (November 25, 2009)
Language: English
ISBN-10: 0073404829
ISBN-13: 978-0073404820
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File Type PDF
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