Deals with the design, collection, analysis, and reporting of marketing research data relevant to a firm's current and future needs. This text helps students learn about traditional types of marketing research, such as designing questionnaires, as well as the technological developments that facilita[...]

Provides comprehensive coverage of business research. This title features student-friendly design that contains numerous examples illustrating real-world research in management, marketing, finance, accounting, and other business areas. It is suitable for undergraduate and first year MBA courses in m[...]