Aimed at both graduate and undergraduate students majoring in business administration and in other fields of social sciences, Qualitative Marketing Research unp

This textbook takes students through each stage of designing and conducting marketing research and interpreting the resulting data. Topics include (for example)

Written for introductory marketing classes, this text explains what information is needed to plan and implement a successful marketing campaign and how to find

Essential to any student of the discipline, this textbook offers a comprehensive, applied approach to understanding and designing market research. Balancing the

The Handbook of Marketing Research comprehensively explores the approaches for delivering market insights for fact-based decision making in a market-oriented fi