This book is written from the perspective of a marketing research user. It reflects the current trends in international marketing, ethics, and the integration of the Internet and computers, as well as a focus on the pratice of marketing research by featuring a variety of marketing companies and marketing research organizations. Several Unique features in terms of he content and presentation of the materail make it distinctive.
Part I Introduction and Early Phases of Marketing Research
Part II Research Design Fomulation
Part III Data Collection, Preparation, Analysis, and Reporting
Part IV Comprehensive Cases