Fundamentals of Marketing Research

Autori

• Scott M. Smith
• Gerald S. Albaum

Parametri

Pagine

896pagine

Tempo di lettura

32ore

• Economia e affari

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Focusing on the comprehensive aspects of marketing research, this book delves into research design, data collection techniques, and measurement, dedicating three chapters to measurement and scaling. It adopts a pragmatic, user-oriented approach, equipping students to critically evaluate research. Additionally, it addresses emerging technologies and trends, ensuring a robust understanding of fundamental concepts in marketing research.

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Lingua: Inglese

Pubblicato: 2004

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