Description
This market leader has established itself as a classic through seven previous editions by presenting superior, balanced coverage of both the qualitative and quantitative aspects of marketing research. The six stages of the research process provide a solid framework to ensure the development of students' conceptual and practical understanding of marketing research. It may be used for both upper-division undergraduate and graduate level courses.
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New edition of a text that presents the introductory sequence in marketing research and structures the information for the aspiring manager and researcher. The six chapters are organized around the stages of the research process, i.e. formulating the problem, determining the research design, designing the data-collection method and forms, designing the sample and collecting the data, analyzing and interpreting the data, and preparing the report. Changes to this edition include increased emphasis on the use of the Internet, new and revised cases, and updating of examples and other pedagogy. Annotation c. Book News, Inc., Portland, OR (booknews.com)
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