Marketing Research
By Peter M Chisnall.
Description
The sixth edition of this established text provides a comprehensive yet concise introduction to the key concepts of marketing research. Fully revised and updated, this text takes a qualitative approach to contemporary practice in marketing research, covering developments in statistics software packages (SPSS). Taking on board the rapid changes in computerized research, and coverage of the Internet and email has been added. Presented in colour, the book introduces new case material to illustrate important concepts, and improved features such as key terms, study questions and chapter summarie...
ISBN(s)
0077097513, 9780077097516
