Marketing Research for Managers

by Sunny Crouch, Matthew Housden

Marketing Research for Managers, now in its second edition, is an easy-to-read, practical introduction to marketing research. It covers the range of marketing research techniques and describes how each stage in the research process is carried out with an appreciation of their strengths and weaknesses.The purpose of the book is to enable managers to become more informed research users and buyers. The more managers know about how marketing research works, the more effective they can be in using it as a management tool.

336 pages, Paperback

First published December 26, 1996