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Introducing Marketing Research
Paul Baines
€ 62.98
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Description for Introducing Marketing Research
Paperback. Explores both the quantitative and qualitative aspects of marketing research. This book combines quantitative information with important qualitative issues such as interviews and focus groups. Num Pages: 368 pages, forms. BIC Classification: KJSM. Category: (P) Professional & Vocational; (UP) Postgraduate, Research & Scholarly; (UU) Undergraduate. Dimension: 233 x 188 x 23. Weight in Grams: 660.
Many textbooks have been published on marketing research but most are very quantitative and are also too detailed for students taking a one-semester course; they do not focus on important qualitative issues such as depth interviews and focus groups - the authors redress this imbalance. Written as an introduction to marketing research, this book also includes chapters on business to business marketing research and internet marketing research. The authors adopt a practical focus and include numerous examples as well as coursework assignments.
Many textbooks have been published on marketing research but most are very quantitative and are also too detailed for students taking a one-semester course; they do not focus on important qualitative issues such as depth interviews and focus groups - the authors redress this imbalance. Written as an introduction to marketing research, this book also includes chapters on business to business marketing research and internet marketing research. The authors adopt a practical focus and include numerous examples as well as coursework assignments.
Product Details
Format
Paperback
Publication date
2002
Publisher
Wiley
Condition
New
Number of Pages
368
Place of Publication
New York, United States
ISBN
9780471497707
SKU
V9780471497707
Shipping Time
Usually ships in 7 to 11 working days
Ref
99-50
About Paul Baines
PAUL BAINES is Senior Lecturer in Marketing and Director of Business Development at the Middlesex University Business School. BAL CHANSARKAR is Principal Lecturer in statistics at the Middlesex University Business School.
Reviews for Introducing Marketing Research
"…an excellent introduction to the topic…certainly a text I would recommend for undergraduate marketing/ marketing research courses…" (The Marketing Review, Winter 2002)