The Handbook of Marketing Research
Author | : Rajiv Grover |
Publisher | : SAGE Publications |
Total Pages | : 721 |
Release | : 2006-06-23 |
ISBN-10 | : 9781452261539 |
ISBN-13 | : 1452261539 |
Rating | : 4/5 (39 Downloads) |
Download or read book The Handbook of Marketing Research written by Rajiv Grover and published by SAGE Publications. This book was released on 2006-06-23 with total page 721 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.