Basic Marketing Research has a unique focus on decision making, illustrating the interaction between marketing research and marketing management. It also emphasizes a hands-on approach, affording students several opportunities to experience these interactions through pedagogical tools such as the chapter opening vignettes, in-text features such as Be an MR! (marketing researcher) and Be a DM! (decision maker), Experiential Learning, What Would You Do?, and Research in Action. There are also numerous text and video cases, extensive review questions, applied problems, and group discussions.
Part 1 Introduction and Early Phases of Marketing Research
Part 2 Research Design Formulation
Part 3 Data Collection, Analysis, and Reporting
Part 4 Comprehensive Cases and Video Cases
| รหัสสินค้า | : 9780132003278 (ปกอ่อน) 631 หน้า |
| ขนาด | : 215 x 275 x 23 มม. |
| น้ำหนัก | : 1355 กรัม |
| เนื้อในพิมพ์ | : คละสี |
| สำนักพิมพ์ | : PEARSON Prentice Hall |
| เดือนปีที่พิมพ์ | : 2006 |