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Fundamentals of Marketing Research

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Fundamentals of Marketing Research image
ISBN-10:

0761988521

ISBN-13:

9780761988526

Author(s): Smith, Scott M.; Albaum, Gerald S.
Edition: 1
Released: Oct 07, 2004
Publisher: Sage Publications, Inc.
Format: Hardcover, 896 pages
Related ISBN: 9781412979108
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Description:

Fundamentals of Marketing Research 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.

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