Marketing Research Essentials - Carl McDaniel; Roger Gates

Marketing Research Essentials
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Autor: Carl McDaniel; Roger Gates

 Wydawnictwo: John Wiley Sons
ISBN: 9780470627631
EAN:
Format: ...
Oprawa: miękka
Stron: ...
Data wydania: 2009-12-01
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Filled with engaging, current examples drawn from the authors' ongoing involvement in the field, Marketing Research Essentials is a comprehensive text that teaches students how to become effective consumers of market research. The only book on the market co-authored by a full-time marketing researcher, McDaniel and Gates together bring their real-life, insider experiences from the industry to teach students how to make critical business decisions through the study of market research. Recognizing that marketing research is much more than computing sample size, learning SPSS, or conducting a focus group, the text shares with students all they need in research design, data acquisition, and data analysis, with a fresh dose of reality that is unmatched.

Książka "Marketing Research Essentials"
Carl McDaniel; Roger Gates