Book Description
This market leader has established itself as a classic through six previous editions. It has done so by presenting the material from both a quantitative and qualitative perspective, and allowing the students to develop an appreciation for the six stages of the research process. Includes extensive treatment of ethics in discussing market research and increased emphasis on use of the Internet in marketing research. Many of the cases in the seventh edition are new or highly revised, and the appendices are now provided directly following relevant chapters and present some of the more difficult information as well as serving as reinforcement of the previously discussed concepts. --This text refers to an out of print or unavailable edition of this title.

Synopsis
Presents superior, balanced coverage of both the qualitative and quantitative aspects of marketing research. Provides a solid framework to ensure the development of students' conceptual and practical understanding of marketing research.

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Market research
Business & Economics
Business / Economics / Finance
Business/Economics
Management and Business Administration
Marketing - Research
Marketing research


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