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Handbook of marketing research: uses, misuses, and future advances

Contributor(s): Grover, Rajiv [Editor] | Vriens, Marco [Editor].
Material type: materialTypeLabelBookPublisher: Thousand Oaks, California Sage Publications 2006Description: xi, 705 p.ISBN: 141290997X.Subject(s): Marketing researchDDC classification: 658.83 Summary: The Handbook of Marketing Research: Uses, Misuses, and Future Advances comprehensively explores the approaches for delivering market insights for2F ct-based decisio2F aking in a mar2F -oriented fi2F 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.
List(s) this item appears in: Sage Handbooks
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The Handbook of Marketing Research: Uses, Misuses, and Future Advances comprehensively explores the approaches for delivering market insights for2F ct-based decisio2F aking in a mar2F -oriented fi2F 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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