Marketing Research: A Practical Approach

By Bonita M. Kolb

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.

• Format: Paperback
• Language: English
• ISBN: 1412947979
• ISBN13: 9781412947978
• Release Date: May 2008
• Publisher: SAGE Publications Ltd
• Length: 312 Pages
• Weight: 1.40 lbs.
• Dimensions: 9.0" x 0.8" x 7.0"