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Focusing on the comprehensive aspects of marketing research, this book delves into research design, data collection techniques, and measurement, dedicating three chapters to measurement and scaling. It adopts a pragmatic, user-oriented approach, equipping students to critically evaluate research. Additionally, it addresses emerging technologies and trends, ensuring a robust understanding of fundamental concepts in marketing research.
Zakup książki
Fundamentals of Marketing Research, Scott M. Smith, Gerald Albaum
- Język
- Rok wydania
- 2004
- Oprawa
- (twarda)
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- Tytuł
- Fundamentals of Marketing Research
- Język
- angielski
- Autorzy
- Scott M. Smith, Gerald Albaum
- Wydawca
- SAGE Publications, Inc
- Rok wydania
- 2004
- Oprawa
- twarda
- Liczba stron
- 896
- ISBN13
- 9780761988526
- Seria
- Tagi
- Biznes
- Ocena
- 4,5 z 5
- Opis
- Focusing on the comprehensive aspects of marketing research, this book delves into research design, data collection techniques, and measurement, dedicating three chapters to measurement and scaling. It adopts a pragmatic, user-oriented approach, equipping students to critically evaluate research. Additionally, it addresses emerging technologies and trends, ensuring a robust understanding of fundamental concepts in marketing research.