Journal of Marketing Research

4.9

Reviews from our users

You Can Ask your questions from this book's AI after Login
Each download or ask from book AI costs 2 points. To earn more free points, please visit the Points Guide Page and complete some valuable actions.


Marketing Research, 13th Edition presents a clear and comprehensive introduction to the field, with a strong focus on methodologies and the role of market research in strategic decision making. Employing a unique macro-micro-macro approach, the text begins with a broad overview of market research and its place within—and value to—an organization, before zooming in to detail the granular view of the research process. Step-by-step explanations cover the latest methodologies and current practices, highlighting advanced techniques as well as their limitations and potential benefits, followed by a high-level discussion of research applications. An emphasis on real-world processes is underscored by end-of-chapter cases, allowing students to apply what they’ve learned in the context of real-life examples covering a broad range of products and organizations. This practical approach promotes engagement while building essential critical analysis, interpretation, and decision-making skills, preparing students to recognize potential research applications, alternatives where they exist, and the quality of research at hand. By pulling together market intelligence, strategy, theory, and application, this text helps students build a deep understanding while retaining the big picture perspective.

Free Direct Download

You Can Download this book after Login

Accessing books through legal platforms and public libraries not only supports the rights of authors and publishers but also contributes to the sustainability of reading culture. Before downloading, please take a moment to consider these options.

Find this book on other platforms:

WorldCat helps you find books in libraries worldwide.
See ratings, reviews, and discussions on Goodreads.
Find and buy rare or used books on AbeBooks.

1468

بازدید

4.9

امتیاز

0

نظر

98%

رضایت

Reviews:


4.9

Based on 0 users review

Questions & Answers

Ask questions about this book or help others by answering


Please login to ask a question

No questions yet. Be the first to ask!