ESSENTIALS OF MARKETING RESEARCH
AN APPLIED ORIENTATION
Malhotra
Hall
Shaw
Oppenheim

WYDAWNICTWO: Pearson
LICZBA STRON: 420
ROZMIAR: 21 x 26 cm
STAN OGÓLNY: bardzo dobry
UWAGI: brak

OPIS: Essentials of Marketing Research, is a lively, practical and concise text which presents marketing research concepts with an applied and managerial orientation. It is written from the perspective of users of marketing research, but also provides extensive descriptions of research methodologies that research suppliers will find invaluable.

Essentials of Marketing Research includes:
a balanced coverage of both qualitative and quantitative techniques
an abundance of diagrams, tables, pictures, illustrations and examples
Australian, New Zealand and Asian examples and case studies

Brief Contents:
About the authors xvii
Part 1: The marketing research proces 1
Part 2: Formulating a research design 81
Part 3: Collecting the data 179
Part 4: Analysing and reporting the results 273
Case studies 367
(NR KAT. zol)