English | 2021 | ISBN: 1260260461 , 978-1260575781 | 448 pages | True EPUB | 4.67 MB
Essentials of Marketing Researchuses anapplication-oriented approachto equip students with tools and skills necessary to solve business problems and maximize opportunities. The authors' years of practical market research experience is evidenced thorough their treatment of qualitative research, to their coverage of sample size rules-of-thumb, background literature reviews, and new market research tools and techniques. This latest 5th editiongives students a strong command of market research principles, while being concise enough for with cases & other course projects. A continuing case and corresponding data sets included.

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