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- Fundamentals of Marketing Research
Fundamentals of Marketing Research
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This book covers the fundamentals of research, including all the basic elements of method, techniques and analysis. The presentation is from primarily a pragmatic and user-oriented perspective which aides the student to evaluate the research presented to them. It explores cutting-edge technologies and new horizons while assuring students have a thorough grasp of research fundamentals. It: contains a wealth of modern methods and techniques not found in competing texts, provides numerous illustrative cases at the end of each section, integrates international marketing research throughout instead of placing it in a separate chapter, has a full chapter devoted to the essential topic of online research.
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