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Fundamentals of Marketing Research (Hardcover, New)
Loot Price: R4,666
Discovery Miles 46 660
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Fundamentals of Marketing Research (Hardcover, New)
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different versions of SPSS programs. Fundamentals of Marketing
Research covers all facets of marketing research including method,
technique, and analysis at all levels. The methodological scope
regarding research design, data collection techniques, and
measurement is broad with three chapters devoted to the critical
area of measurement and scaling. The presentation is from primarily
a pragmatic and user-oriented perspective which aides the student
to evaluate the research presented to them. This text explores
cutting-edge technologies and new horizons while ensuring students
have a thorough grasp of research fundamentals. Key Features *
Contains a wealth of modern methods and techniques not found in
competing texts * Provides numerous illustrative cases at the end
of each section * Integrates international marketing research
throughout instead of placing it in a separate chapter * Has a full
chapter devoted to the essential topic of online research * An
Instructor's Manual on CD-ROM provides instructors with examination
questions, additional background material on discussion questions
in the text, and other helpful aids Fundamentals of Marketing
Research has been bundled at no additional cost to the students,
with a license to use to prepare and distribute an online survey.
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