Introducing Marketing Research

Type

Book

Authors

Paul Baines

Bal Chansarkar

ISBN 10

0471497703

ISBN 13

9780471497707

Tags

Advertising, Research, Accounting, Marketing

Description

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. - from Amzon

Number of Copies