Marketing Research

by Alvin C. Burns and Ronald F. Bush

Book Overview

The Eighth Edition of Marketing Research continues to provide readers with a "nuts and bolts" introduction to the field of marketing research. Intended for readers with no prior background in... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 0133074676
• ISBN13: 9780133074673
• Release Date: January 2013
• Publisher: Prentice Hall
• Length: 459 Pages
• Weight: 2.30 lbs.
• Dimensions: 0.9" x 8.1" x 10.3"

Customer Reviews

GREAT TO LEARN METHODOLOGIES

This was a college text book I used a couple years ago. It was a great resource to learn about various marketing research methodology.

Overall: Very Good

Suffice it to say, it was an assigned text in an upper division college course. Suffice it to say also: I started a market research firm after graduating. The content of the book and lessons set a great foundation for my work. There are two areas I would like to see improved upon in future versions however: 1) Have closer editing and copy proofing. There were far too may grammatical errors. 2) At times the author(s) used terms or names/labels that weren't already defined or described, so it left me having to stop reading and go back for a precise definition so that I could understand the intent being covered at the point in the text. Other than that, well worth the read and investment. I still have it on my shelf and refer back to it when needed.

A lot of extra words

I found the authors put in a lot of extra wording where it really wasn't needed. Really great examples throughout the text though, and a must have for anyone doing marketing research.

Great way to learn Marketing Research

I used this book along with a Marketing Research class at Drake University. The text clearly explained the principles of marketing research and provided real-life examples. I highly recommend this book to anyone involved with Marketing.