This book covers the fundamentals of research, including all the basic elements of method, techniques and analysis. The presentation is from primarily a pragmatic and user-oriented perspective which aides the student to evaluate the research presented to them. It explores cutting-edge technologies and new horizons while assuring students have a thorough grasp of research fundamentals. It: contains a wealth of modern methods and techniques not found in competing texts; provides numerous illustrative cases at the end of each section; integrates international marketing research throughout instead of placing it in a separate chapter; has a full chapter devoted to the essential topic of online research.This text explores cutting-edge technologies and new horizons while ensuring students have a thorough grasp of research fundamentals.
|Title||:||Fundamentals of Marketing Research|
|Author||:||Scott M. Smith, Gerald S. Albaum|
|Publisher||:||SAGE - 2005|