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Essentials of Marketing Research V. Kumar

Essentials of Marketing Research By V. Kumar

Essentials of Marketing Research by V. Kumar

Reviews:
£3.99
New RRP £103.00
Condition - Very Good
Only 3 left
Very Good

Summary

Presenting an overview of the major steps in the marketing research process, this text looks at the applications of marketing research, such as brand equity, customer satisfaction, and relationship marketing.

Essentials of Marketing Research Summary

Essentials of Marketing Research by V. Kumar

Contains detailed discussions of the process, with numerous examples from the industry. Coverage on international marketing research expands the readers' ability to deal with issues that are not encountered in the domestic country research. Discussion on how to apply marketing research in various marketing applications is presented.

Table of Contents

PART I. THE NATURE AND SCOPE OF MARKETING RESEARCH; A Decision-Making Perspective on Marketing Research; Marketing Research in Practice; The Marketing Research Process; Research Design and Implementation; PART II. DATA COLLECTION; Secondary and Standardized Sources of Marketing Data; Marketing Research on the Internet; Information Collection: Qualitative and Observational Methods; Information from Respondents: Issues in Data Collection; Attitude Measurement; Designing the Questionnaire; Sampling Fundamentals; PART III.DATA ANALYSIS; Fundamentals of Data Analysis; Hypothesis Testing; Correlation Analysis and Regression Analysis; PART IV. APPLICATIONS; Presenting the Results; Applications of Marketing Research; APPENDIX; Table; Procedure; Glossary; Index

Additional information

GOR004253371
9780471412359
047141235X
Essentials of Marketing Research by V. Kumar
V. Kumar
Used - Very Good
Hardback
John Wiley and Sons Ltd
20011119
576
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us

Customer Reviews - Essentials of Marketing Research