* Standard text dealing with market research techniques

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

Taking into account both traditional and emerging modes, this comprehensive new Handbook covers all major methodological and statistical issues in designing and

In this handbook, internationally renowned scholars outline the current state-of-the-art of quantitative and qualitative market research. They discuss focal app

Consumer needs and demands are constantly changing. Because of this, marketing science and finance have their own concepts and theoretical backgrounds for evalu