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The Marketing Research Guide (Paperback, 2nd edition)
Loot Price: R1,909
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The Marketing Research Guide (Paperback, 2nd edition)
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Get the tools you need for effective market researchincluding
Internet surveys! The Marketing Research Guide: Second Edition is
the newest edition of the Haworth marketing research classic that
now includes Internet sources of data, Internet surveys, and an
added advanced statistical analysis chapter. Step-by-step
instructions take practitioners through the entire marketing
research process. Worksheets, sample proposals, questionnaires, and
a copy of a final report foster complete understanding of the tools
and techniques of marketing research. The Marketing Research Guide:
Second Edition contains the accessible writing, comprehensive
coverage of major topics, and helpful supplementary materials that
made this book the sought-after classic in 1997 that was chosen for
Choice Magazine's 34th annual Outstanding Academic Books (OAB)
list. Marketing professionals now have an updated, essential guide
through the complete marketing research process for the
twenty-first century. Techniques and concepts are clearly explained
and illustrative of the role marketing information plays in
decision-making. Descriptions of the major forecasting, sampling,
and analysis techniques are designed for optimum understanding
without the reader needing to posess advanced mathematical
expertise. Appendices include sample questionnaires and a sample
marketing research report. The Marketing Research Guide: Second
Edition provides practical information on: Internet sources of data
and Internet surveys advanced statistical analysis decision-making
information, planning, and forecasting test marketing developing
valid and reliable measurement instruments data-collecting methods
designing a questionnaire determining sampling frame and selecting
sampling method data-summary methods and research reports mail
survey design and mailing procedures full product testing
techniques and procedures The Marketing Research Guide: Second
Edition is an essential reference for anyone who needs to review or
find illustrative marketing research procedures and techniques.
Managers will find this source invaluable as they negotiate,
evaluate, and use marketing research as part of the decision-making
process.
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