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Product details
Brand New
Paperback: 888 pages
Publisher: Pearson; 7 edition (29 April 2019)
Language: English
ISBN-10: 1292265639
ISBN-13: 9781292265636
Product Dimensions: 21.8 x 2.8 x 27.7 cm
Alternative US Edition For Reference Only
ISBN-13: 9780134734842
ISBN-10: 013473484X
Description
An applied and practical marketing research text
With a do-it-yourself, hands-on approach, Marketing Research: An Applied Orientation illustrates the interaction between marketing research decisions and marketing management decisions. This text uses a practical six-step framework for conducting marketing research, utilizing a variety of marketing companies to highlight qualitative and quantitative research strategies. The 7th Edition provides current, contemporary, and illustrative material sensitive to user needs. And with detailed emphasis on how to run the SPSS and SAS programs, marketing research students obtain the most extensive help available on this industry.