Marketing research : within a changing information environment
Material type: TextPublication details: Boston : McGraw-Hill/Irwin, c2003Edition: 2nd Edition, International ed.EditionDescription: xxiii, 720 p. : illustrations ; 1 CD-ROM (4 3/4 in.)ISBN: 0071151192 (international ed.); 0072467576 (alk. paper); 0072467630 (CDROM); 9780072538397; 0072538392Subject(s): Marketing researchDDC classification: 658.83Item type | Current library | Collection | Call number | Status | Date due | Barcode | Item holds |
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Reference Books | Main Library Reference | Reference | 658.83 HAI (Browse shelf(Opens below)) | Available | 008631 |
CD-ROM has title: SPSS student version 11.0 for Windows.
"ISBN 0-07-246757-6 part of 0-07-253839-2"--Page 4 of cover.
Part 1 - Marketing Research Information and Technology.--
Part 2 - Designing the Marketing Research Project.--
Part 3 - Gathering and Collecting Accurate Data.--
Part 4 - Data Preparation, Analysis and Reporting the Results.--
Providing students with the tools and skills necessary to solve business problems and exploit business opportunities, this book balances primary and secondary information and the techniques and methods that underpin these two types of data. It also discusses research tools, and the practice of customer-based management.
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