Introducing Marketing Research
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Sprache:Englisch
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Verlag:John Wiley & Sons
74,99 €
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Beschreibung
Produktdetails
Einband
Taschenbuch
Erscheinungsdatum
22.05.2002
Verlag
John Wiley & SonsSeitenzahl
350
Maße (L/B/H)
23,3/18,8/2,3 cm
Gewicht
652 g
Auflage
1. Auflage
Sprache
Englisch
ISBN
978-0-471-49770-7
* The authors have adopted a practical focus including numerous recent examples of research projects from their own consultancy and work experience.
* The book is split into three parts: research design and methods, statistical considerations and contexts in marketing research.
* The chapters are structured with work assignments as well as content so that the book can be used to conduct a twelve-part course in marketing research. Supplementary slides on the book's website (see below) will provide further material for either educators or market research trainers.
Forewords by Robert M. Worcester, Chairman, MORI and Visiting Professor at the London School of Economics and Dr David Smith, Chairman, Citigate DVL and Visiting Professor at the University of Hertfordshire Business School.
"...an excellent introductory marketing text. The examples and practical focus employed throughout make it both accessible and informative for student and practitioner alike" Dr John White, Senior Lecturer in Marketing, University of Plymouth
"Introducing Marketing Research is a text that clearly identifies the recursive and interdependent nature of the decision variables involved in the development of an effective research project. This alone distinguishes it from other marketing texts where the research process is presented as a set of linear, independent set of decisions which follow neatly one after the other to lead to a conclusion.It is also a text which will, by its project focus, serve as both a reference in a practitioner's professional library and as an introductory textbook for marketing undergraduates, postgraduates and other students in non-marketing courses who have an interest in the area."Joel Haire, Lecturer in Market Research, Swinburne University, Melbourne
Supplementary materials for lecturers adopting Introducing Marketing Research can be found on the website.
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