Marketing Research, European Edition by David F Birks

Marketing Research, European Edition by David F Birks

Marketing Research: An Applied Approach is aimed at students studying marketing research at undergraduate and postgraduate level. This new edition of Marketing Research: An Applied Approach builds upon Birks' well received European adaptation of Malhtora's classic text whilst also drawing on the strengths of Malhotra's most recent US edition. It forms a comprehensive, authoritative and thoroughly European introduction to applied marketing research and covers both quantitative and qualitative techniques in depth. - Two new chapters devoted to qualitative research to ensure the student fully understands why qualitative research is conducted, how it is conducted and the way in which qualitative data can be analysed. - Pioneering coverage of marketing research in an action research context. - Stunning photographs which encapsulate the essence of the subject in a creative way. - A series of Professional Perspectives which illustrate an array of applications and how different techniques combine to support the realities of marketing decision making. These are accompanied by questions and can be used as case studies. - Links, via the companion website, to a range of software packages, incl

SKU	Unavailable
ISBN 13	9780273657446
ISBN 10	0273657445
Title	Marketing Research, European Edition
Author	David F Birks
Condition	Unavailable
Binding Type	Paperback
Publisher	Pearson Education Limited
Year published	2002-12-09
Number of pages	816
Cover note	Book picture is for illustrative purposes only, actual binding, cover or edition may vary.