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Fundamentals of Marketing Research

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FEATURED Fundamentals of Marketing Research

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 presented to them. This text explores cutting-edge technologies and new horizons while ensuring students have a thorough grasp of research fundamentals.

List Price: $ 121.00

Price: $ 65.00

One Stop Shop for Market Research Methodology, June 9, 2009

By
Matthew Marshall "Matt Marshall" (Michigan, USA) -

This review is from: Fundamentals of Marketing Research (Hardcover)
I was introduced to this book while taking a market research course during my MBA. As a product marketing manager at a software firm, I have found this text indispensible for our in-house research efforts.

While likely targeted toward those with some market research or statistics backgrounds, this book actually provides the information a capable beginner would need to take a market research project from the planning and research design stages, to appropriate techniques for collecting and measuring research data, and ultimately to data analysis and reporting on findings.

While daunting in page count, one should consider this their market research 'bible.' Plan on tossing ...
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