Marketing Research - Hardcover

Birks,David F.

Hardcover

ISBN 10: 0415449146 ISBN 13: 9780415449144

Publisher: Routledge, 2009

Synopsis

Part of the 'Critical Perspectives on Business and Management' series, this is one book in a four-volume collection of cutting-edge and canonical research on marketing research.

About this title

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.

About this edition

• Publisher: Routledge
• Publication date: 2009
• ISBN 10: 0415449146
• ISBN 13: 9780415449144
• Binding: Hardcover
• Edition number: 1
• Number of pages: 450