Fundamentals of Marketing Research

by Gerald S. Albaum, Scott M. Smith, Professor Scott M. Smith

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Fundamentals of Marketing Research covers all facets of marketing research including method, technique, and analysis at all levels. The methodological scope regarding research design, data collection techniques, and measurement is broad with three chapters devoted to the critical area of measurement and scaling. The presentation is from primarily a pragmatic and user-oriented perspective which aides the student to evaluate the research presented to them. This text explores cutting-edge technologies and new horizons while ensuring students have a thorough grasp of research fundamentals.

Format:Hardcover

Language:English

ISBN:0761988521

ISBN13:9780761988526

Release Date:October 2004

Publisher:Sage Publications, Inc

Length:896 Pages

Weight:4.35 lbs.

Dimensions:2.3" x 7.6" x 9.4"

Related Subjects

Business Business & Finance Business & Investing Economics Marketing Research

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