Fundamentals of marketing research / Professor Scott M. Smith.
Publisher: [S.l.] : Sage Publications, Inc, 2004Edition: 1st edDescription: 896 p. ; 25 cmISBN: 0761988521; 9780761988526Subject(s): Business/Economics | Sales & Marketing | Market research | Business / Economics / Finance | Business & Economics | Marketing research | Business & Economics / Marketing / Research | Marketing - Research | Marketing researchDDC classification: 658.83 Online resources: Amazon.com | Amazon customer reviews Summary: 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.| Item type | Current location | Home library | Call number | Status | Date due | Barcode | Item holds |
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Book
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Central Library (CL) | Central Library (CL) | 658.83 SMI (Browse shelf) | Available | NBS5806 |
Hardcover.
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.
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