Absolute Essentials of Marketing Research

This short textbook provides students with a concise yet comprehensive overview of the fundamentals of Marketing Research. It takes the student through the full process, from developing the hypothesis and setting the research question, to developing and conducting the research, and finally to analysing the data and making recommendations.

Acest manual scurt ofera studentilor o prezentare generala concisa, dar cuprinzatoare, a elementelor fundamentale ale cercetarii de marketing. Il ghideaza pe student prin intregul proces, de la dezvoltarea ipotezei si formularea intrebarii de cercetare, la dezvoltarea si desfasurarea cercetarii si, in final, la analiza datelor si formularea de recomandari.