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Description
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 - the authors redress this imbalance. Written as an introduction to marketing research, this book also includes chapters on business to business marketing research and internet marketing research. The authors adopt a practical focus and include numerous examples as well as coursework assignments.
Additional Info
| Author | Paul Baines, Bal Chansarkar |
| Publisher | Wiley India Pvt. Ltd. |
| Language | English |
| Binding Type | Paper Back |
| Main Category | Commerce & Business |
| Sub Category | Marketing |
| ISBN13 | 9780471497707 |
| SKU | BK 0162152 |
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