Basic Marketing Research: Application to Contemporary Issues with SPSS-Student Edition / Edition 1

Basic Marketing Research: Application to Contemporary Issues with SPSS-Student Edition / Edition 1

by Naresh K. Malhotra
     
 

ISBN-10: 0133768562

ISBN-13: 9780133768565

Pub. Date: 12/28/2001

Publisher: Pearson

Written from the perspective of users of marketing research, this easy to read and understand book presents concepts and principles at a basic level. It is practical, applied, and managerial, and focuses on important contemporary issues—in total quality management, international marketing, technology, ethics, and the Internet. A four-part organization outlines a

Overview

Written from the perspective of users of marketing research, this easy to read and understand book presents concepts and principles at a basic level. It is practical, applied, and managerial, and focuses on important contemporary issues—in total quality management, international marketing, technology, ethics, and the Internet. A four-part organization outlines a six-step framework for conducting market research. Part I provides an introduction to marketing research and discusses problem definition; Part II covers research and design; Part III presents field work and data preparation; and Part IV looks at data analysis and communicating the research. For all professionals who are either users or providers of marketing research.

Product Details

ISBN-13:
9780133768565
Publisher:
Pearson
Publication date:
12/28/2001
Edition description:
BK&CD-ROM
Pages:
685
Product dimensions:
8.12(w) x 10.04(h) x 1.28(d)

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