Marketing Research: Concepts, Practices and Cases (Oxford Higher Education)
By Unknown Author.
Description
The text provides in-depth coverage of the key elements of the subject: its theoretical foundations, techniques of planning and design, research methodology for the implementation of quantitative and qualitative techniques, presentation and interpretation of findings through reports, and the use of marketing research techniques for developing and evaluating marketing strategies. Among the other important topics discussed are the role of research in marketing, planning for market research, types of research and sources of data, design of questionnaires and interview guides, interview techniq...
ISBN(s)
0195676963, 9780195676969
