<strong>Fundamentals of Marketing Research</strong> 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.

Fundamentals of Marketing Research

Business & Money

Smith, Scott M.

Albaum, Gerald S.

Management & Leadership

Sage Publications, Inc.

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Books by Albaum, Gerald S.

See the best price to sell, buy, or rent books by Albaum, Gerald S.. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Fundamentals of Marketing Research