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 scurt manual ofera studentilor o privire de ansamblu concisa, dar cuprinzatoare, a elementelor fundamentale ale cercetarii de marketing. Acesta duce studentul prin intregul proces, de la elaborarea ipotezei si stabilirea intrebarii de cercetare, la dezvoltarea si efectuarea cercetarii si, in final, la analiza datelor si formularea de recomandari.