INTRODUCING MARKETING RESEARCH by Paul Baines, Bal Chansarkar, Bal Chanarker ( 9780471497707 )

Item Details

Title:

INTRODUCING MARKETING RESEARCH

By:

Paul Baines, Bal Chansarkar, Bal Chanarker

Format:

Paperback

List price:

£46.95

Our price:

£42.26

Discount:

10% off

You save:

£4.69

ISBN 10:

0471497703

ISBN 13:

9780471497707

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Publisher:

JOHN WILEY AND SONS LTD

Pub. date:

22 April, 2002

Pages:

368

Description:

Explores both the quantitative and qualitative aspects of marketing research. This book combines quantitative information with important qualitative issues such as interviews and focus groups.

Synopsis:

The primary purpose of marketing research is to gather information which will allow your company or organisation to make better, more informed decisions. Many textbooks have been published on marketing research but most are very quantitative and are also too detailed for students taking a one-semester course, they do not focus on important qualitative issues such as depth interviews and focus groups - Baines and Chansarkar redress this imbalance. Written as an introduction to marketing research for students taking a one-semester module, "Introducing Market Research" includes chapters on business to business marketing research and Internet marketing research. The authors adopt a practical focus and include numerous practical examples as well as coursework assignments.

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Imprint:

John Wiley & Sons Ltd

Returns:

Returnable

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