Marketing Research: An Applied Approach

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9780273706892: Marketing Research: An Applied Approach

This 3rd edition of Marketing Research: An Applied Approach forms a comprehensive, authoritative and thoroughly European introduction to applied marketing research and covers both quantitative and qualitative techniques in depth. Marketing Research: An Applied Approach is aimed at students studying marketing research at undergraduate and postgraduate level.

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From the Publisher:

Features & Benefits Two new chapters devoted to qualitative research to ensure the student fully understands why qualitative research is conducted, how it is conducted & the way in which qualitative data can be analysed. Pioneering coverage of marketing research in an action research context. Stunning photographs which encapsulate the essence of the subject in a creative way. A series of Professional Perspectives which illustrate an array of applications and how different techniques combine to support the realities of marketing decision making. These are accompanied by questions and can be used as case studies. Links, via the companion website, to a range of software packages, including SPSS, SNAP, Experian and MOSAIC, which are accompanied by exercises to encourage familiarisation.

From the Back Cover:

Key Benefit: This text presents a comprehensive look at both the principles and practices of marketing research with balanced coverage of qualitative and quantitative material. Key Topics: Written from the perspective of marketing research users, the Third Edition reflects current trends in international marketing, ethics, and the continuing integration of technology. It strives to build on the enormous success of previous editions by being even more current, contemporary, illustrative and user-friendly.

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Naresh K. Malhotra, David F. Birks
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