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Marketing research text and cases

Author: Bruce Wrenn; David L Loudon; Robert E Stevens
Publisher: New York Best Business Books ©2002
Edition/Format:   Computer file : EnglishView all editions and formats

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Genre/Form: Case studies
Material Type: Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Bruce Wrenn; David L Loudon; Robert E Stevens
OCLC Number: 1076183001
Notes: Student data on CD accompanying the text is also available on floppy disk from The Haworth Press. - Includes bibliographical references (p. 379-383) and index
This step-by-step textbook shows students how to design, conduct, and interpret market research. Marketing research: text and cases covers the full range of this topic from the difference between strategic and tactical decisions to choosing the proper research design and on to advice on successfully presenting results. Marketing research provides clear explanations of complex issues, including the interpretation of statistics. Its charts, graphs, figures, sample questionnaires, and case studies make important points easier to grasp. The practice cases (including an SPSS data disk) offer engaging real-world problems that test the student's research and analysis skills
Description: 1 online resource (xi, 395 p.) ill
Responsibility: Bruce Wrenn, Robert Stevens, David Loudon.


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