Marketing Research: Methodological Foundation,(with Qualtrics Card)

Iacobucci, Dawn; Churchill Jr., Gilbert A.

ISBN 10 : 0538743778 ISBN 13 : 9780538743778

Editeur : South-Western, 2010

Synopsis

Expect superior, balanced coverage of both qualitative and quantitative marketing research with this market-leading text from respected marketing authorities Dr. Dawn Iacobucci and Dr. Gilbert Churchill. Recognized as the classic authority for today's marketing research, Marketing Research: Methodological Foundations, 10e, International Edition ensures the reader develops a strong conceptual as well as practical understanding of marketing research as it's practiced today. The book's thorough coverage of the six stages of the research process provides a solid marketing research framework while addressing topics and tools of emerging importance. New Qualtrics[trademark] research activities and coverage of SPSS 17 offer first-hand practice with some of the most popular online survey tools used in business today. With its proven applications, clear presentation, and variety of timely cases, Marketing Research: Methodological Foundations, 10e, International Edition serves as an exceptional learning tool for today's learners and as an invaluable reference tool for professionals throughout their careers.

A propos du livre

Présentation de l'éditeur

Expect superior, balanced coverage of both qualitative and quantitative marketing research with this market-leading text from respected marketing authorities Dr. Dawn Iacobucci and Dr. Gilbert Churchill. Recognized as the classic authority for todays marketing research, MARKETING RESEARCH: METHODOLOGICAL FOUNDATIONS, 10e, International Edition ensures the reader develops a strong conceptual as well as practical understanding of marketing research as its practiced today. The books thorough coverage of the six stages of the research process provides a solid marketing research framework while addressing topics and tools of emerging importance. New Qualtrics research activities and coverage of SPSS 17 offer first-hand practice with some of the most popular online survey tools used in business today. With its proven applications, clear presentation, and variety of timely cases, MARKETING RESEARCH: METHODOLOGICAL FOUNDATIONS, 10e, International Edition serves as an exceptional learning tool for todays learners and as an invaluable reference tool for professionals throughout their careers.

Détails de l'édition

• Éditeur: South-Western
• Date d'édition: 2010
• Langue: anglais
• ISBN 10: 0538743778
• ISBN 13: 9780538743778
• Reliure: Fournitures diverses
• Nombre de pages: 624
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible