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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.
Compra de libros
Fundamentals of Marketing Research, Scott M. Smith, Gerald Albaum
- Idioma
- Publicado en
- 2004
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- Título
- Fundamentals of Marketing Research
- Idioma
- Inglés
- Autores
- Scott M. Smith, Gerald Albaum
- Editorial
- Sage Publications, Inc
- Publicado en
- 2004
- Formato
- Tapa dura
- Páginas
- 896
- ISBN13
- 9780761988526
- Serie
- Etiquetas
- No ficción, Comercio, Negocios & Gestión
- Calificación
- 4,5 de 5
- Descripción
- 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.