Fundamentals of Marketing Research
- ISBN-10
- 0761988521
- ISBN-13
- 9780761988526
- Category
- Business & Economics
- Pages
- 881
- Language
- English
- Published
- 2005
- Publisher
- SAGE
- Authors
- Scott M. Smith, Gerald S. Albaum
Description
This book covers the fundamentals of research, including all the basic elements of method, techniques and analysis. The presentation is from primarily a pragmatic and user-oriented perspective which aides the student to evaluate the research presented to them. It explores cutting-edge technologies and new horizons while assuring students have a thorough grasp of research fundamentals. It: contains a wealth of modern methods and techniques not found in competing texts; provides numerous illustrative cases at the end of each section; integrates international marketing research throughout instead of placing it in a separate chapter; has a full chapter devoted to the essential topic of online research.
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