Marketing Research: Methodological Foundations, 9th Edition

by Dawn Iacobucci

Presents coverage of both the qualitative and quantitative aspects of marketing research.

Genres: Business, Textbooks

1006 pages, Paperback

First published January 1, 1979

Reviews

[Pam]

I’ve never read a whole text book from beginning to end and actually enjoyed it. Great examples, loved the “manager’s focus” boxes. I hope I could find similar textbooks for Methods of data analysis!

[Melissa Rosales]

for class. obviously.

[Sarah]

Made it through Chapter 12... Enough for me!

[Anisah Hambali]

Have always been referring to the book since I started doing my PhD. A very good reference book on research methodology.