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Essentials of Marketing Research cover
  • ISBN: 9780273642008
  • ISBN10: 0273642006

Essentials of Marketing Research

by Tony Proctor

  • List Price: $52.50
  • Binding: Hardcover
  • Edition: 2
  • Publisher: Financial Times Management
  • Publish date: 01/01/2000
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Description
Preface 1. The Nature of Marketing Research 2. Planning the Research Project 3. Secondary Data 4. Sampling 5. Surveys 6. Measurement and Scaling 7. Questionnaires 8. Qualitative Research 9. Observations and Experiments 10. Quantitative Data Analysis 11. Qualitative Data Analysis 12. Reports and Their Presentation 13. Applied Marketing Research 14. Marketing Research Settings: Business-to-Business; Services and Internal Marketing 15 Global Marketing Research 16. Marketing Decision-Support System Further Case Glossary Bibliography Index
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