Synopsis
Most marketing research explains what research is, but not how to use it to solve specific marketing problems. Newly updated, "Practical Marketing Research" shows how to use research to make practical marketing decisions in specific areas, including product development, package design, and sales. This reference deals with real-world issues, drawn from the experience of thousands of projects involving hundreds of companies. The updated edition includes four new chapters on international research, customer satisfaction research, single source data, and research for service companies. The book helps readers to: master each step of a project, from choosing interviewing methods, to estimating and controlling costs, conducting interviews, and analyzing data; learn new techniques; and enhance their research skills and careers.

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Most Helpful Customer Reviews   Readers get the key concepts in marketing research, 9 Sep 1998 By A Customer This book provides readers the key concepts in marketing research. It is very easy to read and a good source to have if you are a beginer in this topic  Comment | Permalink | Was this review helpful to you? (Report this) › See all customer reviews...		Search Customer Reviews Only search this product's reviews

• Business, Finance & Law > Management
• Business, Finance & Law > Sales & Marketing > Brands & Corporate Identity

Sales & marketing
Business/Economics
Management and Business Administration
Marketing Research


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