Introducing marketing research

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Title:

Introducing marketing research

Author:

Baines, Paul, 1973-

ISBN:

9780471497707

Personal Author:

Baines, Paul, 1973-

Publication Information:

Chichester, West Sussex ; New York : J. Wiley & Sons, c2002.

Physical Description:

xvii, 350 p. : ill. ; 24 cm.

Subject Term:

Marketing research.

Added Author:

Chansarkar, B. A.

Electronic Access:

Contributor biographical information http://www.loc.gov/catdir/bios/wiley043/2002072360.html
Publisher description http://www.loc.gov/catdir/description/wiley036/2002072360.html
Table of contents http://www.loc.gov/catdir/toc/wiley023/2002072360.html

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Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIEMSA	1:GEN-BOOK	33168020377855	658.83 B162.I 2002	1	Searching... Unknown

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Summary

Summary

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 - the authors redress this imbalance. Written as an introduction to marketing research, this book also includes chapters on business to business marketing research and internet marketing research. The authors adopt a practical focus and include numerous examples as well as coursework assignments.

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