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Focusing on the comprehensive aspects of marketing research, this book delves into research design, data collection techniques, and measurement, dedicating three chapters to measurement and scaling. It adopts a pragmatic, user-oriented approach, equipping students to critically evaluate research. Additionally, it addresses emerging technologies and trends, ensuring a robust understanding of fundamental concepts in marketing research.
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Fundamentals of Marketing Research, Scott M. Smith, Gerald S. Albaum
- Language
- Released
- 2004
- product-detail.submit-box.info.binding
- (Hardcover)
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- Title
- Fundamentals of Marketing Research
- Language
- English
- Authors
- Scott M. Smith, Gerald S. Albaum
- Publisher
- Sage Publications, Inc
- Released
- 2004
- Format
- Hardcover
- Pages
- 896
- ISBN13
- 9780761988526
- Category
- Business and Economics
- Description
- Focusing on the comprehensive aspects of marketing research, this book delves into research design, data collection techniques, and measurement, dedicating three chapters to measurement and scaling. It adopts a pragmatic, user-oriented approach, equipping students to critically evaluate research. Additionally, it addresses emerging technologies and trends, ensuring a robust understanding of fundamental concepts in marketing research.