The Handbook of Marketing Research: Uses, Misuses, and Future Advances

The Handbook of Marketing Research: Uses, Misuses, and Future Advances

  • Summary
  • Contents
  • Subject index

The Handbook of Marketing Research: Uses, Misuses, and Future Advances comprehensively explores the approaches for delivering market insights for fact-based decision making in a market-oriented firm. Divided into four parts, the Handbook addresses (1) the different nuances of delivering insights; (2) quantitative, qualitative, and online data gathering techniques; (3) basic and advanced data analysis methods; and (4) the substantial marketing issues that clients are interested in resolving through marketing research.

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