ISE Essentials of Marketing Research

Essentials of Marketing Research concisely delivers an up-to-date review of a broad variety of marketing research topics. It takes an application-oriented approach, providing students with the tools and skills necessary to solve business problems and exploit business opportunities. The authors' years of experience in real-world marketing research is evident throughout, from their thorough treatment of qualitative research (given short shrift in many other books) to their knowledgeable coverage of sample size rules-of-thumb, conducting a background literature review, and the importance of new market research tools and techniques. Essentials of Marketing Research gives students a strong command of market research principles, while being short enough to use alongside cases or projects.

Elementele esentiale ale cercetarii de marketing ofera in mod concis o revizuire actualizata a unei largi varietati de subiecte de cercetare de marketing. Este nevoie de o abordare orientata spre aplicatie, oferind studentilor instrumentele si abilitatile necesare pentru rezolvarea problemelor de afaceri si exploatarea oportunitatilor de afaceri.