Essentials of Marketing Research
Book Summary:
This text book takes an application-oriented approach, providing students with the tools and skills necessary to solve business problems and exploit business opportunities. It experience in real-world marketing research is evident throughout, from their thorough treatment of qualitative research to their knowledgeable coverage of sample size rules-of-thumb, conducting a background literature review, and the importance of new market research tools and techniques.
ISBN’s: 9780078028816, 9780078112119
Authors:
Joseph F. Hair, Mary Celsi, Robert P. Bush, David J. Ortinau
