Research for Marketing Decisions

Research for Marketing Decisions

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A discussion of all aspects of conducting a research project in marketing, this volume emphasizes methodology and provides extensive discussions of applications - including applications for statistical techniques. The book takes a decisional research orientation and features a strong treatment of analysis (particularly multivariate analysis) and extensive coverage of primary data collection and measurement and scaling issues.
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Product details

  • Paperback | 336 pages
  • 212 x 276 x 6.35mm | 336g
  • Prentice-Hall
  • Harlow, United Kingdom
  • English
  • 5th edition
  • 0131726935
  • 9780131726932