Fundamentals of Marketing Research

by Gerald S. Albaum, Scott M. Smith, Professor Scott M. Smith

Book Overview

Fundamentals of Marketing Research covers all facets of marketing research including method, technique, and analysis at all levels. The methodological scope regarding research design, data collection techniques, and measurement is broad with three chapters devoted to the critical area of measurement and scaling. The presentation is from primarily a pragmatic and user-oriented perspective which aides the student to evaluate the research...

• Format: Hardcover
• Language: English
• ISBN: 0761988521
• ISBN13: 9780761988526
• Release Date: October 2004
• Publisher: Sage Publications, Inc
• Length: 896 Pages
• Weight: 4.35 lbs.
• Dimensions: 2.3" x 7.6" x 9.4"