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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.
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Fundamentals of Marketing Research, Scott M. Smith, Gerald Albaum
- Taal
- Jaar van publicatie
- 2004
- product-detail.submit-box.info.binding
- (Hardcover)
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- Titel
- Fundamentals of Marketing Research
- Taal
- Engels
- Auteurs
- Scott M. Smith, Gerald Albaum
- Uitgever
- Sage Publications, Inc
- Jaar van publicatie
- 2004
- Formaat
- Hardcover
- Aantal pagina's
- 896
- ISBN13
- 9780761988526
- Reeks
- Beoordeling
- 4,5 van 5
- Aantekening
- 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.