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Bibliographic Details

Title: Marketing Research: An applied approach
Publisher: Pearson 06/06/2017
Publication Date: 2017
Language: English
ISBN 10: 1292103124
ISBN 13: 9781292103129
Binding: Soft cover
Edition: 5th or later Edition
Condition: Very Good

About this title

Synopsis

Offering a clear explanation and discussion of concepts and valued for its comprehensive nature, the European version of this text is much valued for its wealth of European and International case material, which is why we see strong sales of this title in both the UK as well as Europe.

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.

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