Marketing Research

Peter M. Chisnall

• 01 februari 2001
• 9780077097516

Samenvatting:

The new edition of this established and respected text provides a comprehensive yet concise introduction to the key concepts of Marketing Research. Fully revised and updated, this text takes a qualitative approach to contemporary practice in marketing resaerch, covering new devlopments in statistics software packages (SPSS). Taking on board the rapid changes in computerised research, new coverage of the Internet and email has been added to bring the text completely up-to date. Presented in colour, the book introduces new case material to illustrate important concepts, and improved features such as key terms, study questions and chapter summaries encourage students to revise and test their understanding of each chapter. Supporting resources for lecturers and students are available at www.mcgraw-hill.co.uk/textbooks/chisnall.