Marketing Research: Methodological Foundations - Hardcover

Iacobucci, Professor Dawn; Churchill Jr., Gilbert A

Hardcover

ISBN 10: 1439081018 ISBN 13: 9781439081013

Verlag: South Western Educational Publishing, 2009

Inhaltsangabe

Learn the keys to the six stages of successful marketing research as you study both qualitative and quantitative marketing research techniques in this market-leading book. Recognized as the standard for mastering today's marketing research, Iacobucci/Churchill's MARKETING RESEARCH: METHODOLOGICAL FOUNDATIONS, Tenth Edition, shows you how to make each stage of marketing research work for you as you confront actual business challenges. You gain both a strong conceptual and a practical understanding of marketing research as this book examines some of marketing research's most important emerging topics and tools. New Qualtrics? research activities introduce you to this popular online survey tool, while proven applications, clear explanations, and timely cases ensure MARKETING RESEARCH: METHODOLOGICAL FOUNDATIONS, Tenth Edition, is an ideal learning tool now and an invaluable reference tool for you to use throughout your professional career.

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Reseña del editor

Expect superior, balanced coverage of both qualitative and quantitative marketing research with this market-leading text from respected marketing authorities Dr. Dawn Iacobucci and Dr. Gilbert Churchill. Recognized as the classic authority for today's marketing research, MARKETING RESEARCH: METHODOLOGICAL FOUNDATIONS, Tenth Edition, ensures the reader develops a strong conceptual as well as practical understanding of marketing research as it's practiced today. The book's thorough coverage of the six stages of the research process provides a solid marketing research framework while addressing topics and tools of emerging importance. New Qualtrics research activities and coverage of SPSS 17 offer first-hand practice with some of the most popular online survey tools used in business today. With its proven applications, clear presentation, and variety of timely cases, MARKETING RESEARCH: METHODOLOGICAL FOUNDATIONS, Tenth Edition, serves as an exceptional learning tool for today's learners and as an invaluable reference tool for professionals throughout their careers."

Details zur Ausgabe

• Verlag: South Western Educational Publishing
• Erscheinungsdatum: 2009
• Sprache: Englisch
• ISBN 10: 1439081018
• ISBN 13: 9781439081013
• Einband: Tapa dura
• Anzahl der Seiten: 604
• Kontakt zum Hersteller: Nicht verfügbar
• Verantwortliche Person: Nicht verfügbar