Marketing Research: A Practical Approach

Marketing Research: A Practical Approach
ISBN-10
1446243966
ISBN-13
9781446243961
Series
Marketing Research
Category
Business & Economics
Pages
312
Language
English
Published
2008-04-18
Publisher
SAGE
Author
Bonita Kolb

Description

Essential to any student of the discipline, this textbook offers a comprehensive, applied approach to understanding and designing market research. Balancing the fundamental quantitative methodologies and theoretical structures with practical applications of qualitative techniques, this book is ideal for the novice researcher, and for those more familiar with the discipline. With an emphasis on both critical thinking and hands-on application, the textbook contains: several real life case studies; useful learning features such as key terms, definitions and discussion topics, and is supported by a companion website.

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