The Handbook of Marketing Research

The Handbook of Marketing Research

Uses, Misuses, and Future Advances

by Rajiv Grover, Marco Vriens

720 pages· 2006· ISBN 9781452261539
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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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