The Handbook of Marketing Research: Uses, Misuses, and Future Advances

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.

• | Author: Rajiv Grover
• | Publisher: Sage Publications, Inc
• | Publication Date: Jun 23, 2006
• | Number of Pages: 720 pages
• | Binding: Hardback or Cased Book
• | ISBN-10: 141290997X
• | ISBN-13: 9781412909976