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ISBN: 1861521553Издательство: International Thomson Business Press
Market research is a growing area of market. This book provides a comprehensive introduction to market research It begins by putting market research in context within different types of firms. An analysis of data collection, measurement, and analysis provides the reader with many different techniques from which to choose. Studies and research are used to present and support the techniques. Students are also taught how to design and conduct their own research, from start to finish. Aimed at undergraduate and graduate students in marketing.