Marketing Research: An Applied Approach

by Thomas C. Kinnear, James R. Taylor

This applied approach to the management use of marketing research is organized according to the steps in the marketing research process. The changes to the fourth edition include expanded coverage of CIS, coverage of careers in marketing research, more real-world examples and a new software supplement with data on real marketing research studies.

856 pages, Hardcover

First published January 1, 1991