Introducing Marketing Research

Name: Introducing Marketing Research
Brand: John Wiley & Sons (UK)
Price: 97.95 AUD
Availability: BackOrder

By: Paul Baines, Bal Chansarkar

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Paperback | 22 April 2002 | Edition Number 1

At a Glance

Paperback
368 Pages

Dimensions(cm)
23.44 x 18.84 x 2.23

Paperback

$97.95

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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.

Industry Reviews

"?an excellent introduction to the topic?certainly a text I would recommend for undergraduate marketing/ marketing research courses?" (The Marketing Review, Winter 2002)

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