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Item Details
| Title:
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MARKETING RESEARCH
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| By: |
Naresh K. Malhotra, David F. Birks, Peter A. Wills |
| Format: |
Paperback |
| List price:
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£56.99 |
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We believe that this item is permanently unavailable, and so we cannot source
it.
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| ISBN 10: |
0273725858 |
| ISBN 13: |
9780273725855 |
| Publisher: |
PEARSON EDUCATION LIMITED |
| Pub. date: |
17 July, 2012 |
| Edition: |
4th Revised edition |
| Pages: |
1080 |
| Description: |
This text presents a look at both the principles and practices of marketing research with balanced coverage of qualitative and quantitative material. Written from the perspective of market research users, it reflects current trends in international marketing, ethics, and the continuing integration of technology. |
| Synopsis: |
Working as a marketing researcher is an intellectually stimulating, engaging and creative occupation. Malhotra and Birks have long been regarded as offering the most applied, comprehensive and authoritative commentary on European Marketing Research, helping students to build a clear understanding of how to: * diagnose and direct research questions that will support marketing decision making, * appreciate what excellent research design means, * utilise data collection techniques; qualitative and quantitative methods and forms of analysis, * manage the ethical dilemmas and social and cultural issues faced by researchers in today's global, online world, * integrate new developments in social media research with traditional marketing research methods. |
| Illustrations: |
Illustrations |
| Publication: |
UK |
| Imprint: |
Pearson Education Limited |
| Returns: |
Returnable |
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