The Handbook of Marketing Research: Uses, Misuses, and Future Advances
- ISBN-10
- 1506319459
- ISBN-13
- 9781506319452
- Category
- Business & Economics
- Pages
- 720
- Language
- English
- Published
- 2006-06-23
- Publisher
- SAGE Publications
- Authors
- Rajiv Grover, Marco Vriens
Description
The Handbook of Marketing Research: Uses, Misuses, and Future Advances comprehensively explores the approaches for delivering market insights for fact-based decision making in a market-oriented firm. Divided into four parts, the Handbook addresses (1) the different nuances of delivering insights; (2) quantitative, qualitative, and online data gathering techniques; (3) basic and advanced data analysis methods; and (4) the substantial marketing issues that clients are interested in resolving through marketing research.
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Other editions
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- 2006-06-23
- 705 pages
- Paperback
- SAGE
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