The Handbook of Marketing Research

1st Edition

Uses, Misuses, and Future Advances

Rajiv Grover; Marco Vriens
eISBN-13: 9781506319452

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Additional Book Details

The Handbook of Marketing Research: Uses, Misuses, and Future Advances comprehensively explores the approaches for delivering market insights for fact-based decision making in a market-oriented firm. Divided into four parts, the Handbook addresses (1) the different nuances of delivering insights; (2) quantitative, qualitative, and online data gathering techniques; (3) basic and advanced data analysis methods; and (4) the substantial marketing issues that clients are interested in resolving through marketing research.

Sold By SAGE Publications
ISBNs 9781412909976, 9781412909976, 1506319459, 9781506319452
Language English
Number of Pages 720
Edition 1st