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Marketing Research

3.31  ·  Rating details ·  13 Ratings  ·  1 Review
'Marketing Research' presents its subject through the eyes of a manager using and purchasing research information, while maintaining solid, competitive coverage of quantitative methods.
Hardcover, 720 pages
Published March 1st 2006 by John Wiley & Sons (first published April 1st 2001)
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Dale Johnson
Jun 09, 2015 rated it it was amazing  ·  review of another edition
Seems to be the standard text for this topic. The statistics section seems accurate but kind of terse. I recommend augmenting with a standard psych-stat text if you want to understand what's going on there. But the rest of the material is perfectly paced and broad coverage introduction to market research. note that the copy I have is 8th Ed. the previous edition. Much has probably been added in the new edition, and there may be a newer one just being released.
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