Marketing Research

The 7th edition of this well-established marketing research text is thoroughly revised and updated, and offers readers comprehensive coverage of the principal techniques and applications of marketing research. With sound theoretical and practical guidance relevant to a wide range of today's marketin [...]
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The 7th edition of this well-established marketing research text is thoroughly revised and updated, and offers readers comprehensive coverage of the principal techniques and applications of marketing research. With sound theoretical and practical guidance relevant to a wide range of today's marketing problems and opportunities, the book covers both qualitative and quantitative research methodologies in the depth required to fully appreciate the many facets of marketing research.