TY  - GEN
AU  - Kolb, Bonita
TI  - Marketing research: a practical approach
SN  - 9781412947978
U1  - 658.83 
PY  - 2008///
CY  - Los Angeles
PB  - Sage Publications
KW  - Marketing research
N2  - Essential to any student of the discipline,  this innovative new book offers a uniquely comprehensive and applied approach to both understanding and designing market research. Sensitively balancing the fundamental quantitative methodologies and theoretical structures with practical applications of qualitative techniques,  this book is a vastly accessible,  useful,  and insightful text. This is a valuable resource both for the novice researcher,  and for those more familiar with the discipline. Drawing on many years of academic teaching experience,  the author crafts a comprehensive and practical student text with an emphasis on both critical thinking and hands-on application. Providing several real life case studies - from the large corporation,  through to the small business or the nonprofit organization - Marketing Research is packed with useful learning features such as key terms,  definitions,  and discussion topics. Offering comprehensive support from a companion website,  this book is an indispensable guide to the varied domains of market research.  D
ER  -