Introducing Marketing Research
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Many textbooks have been published on marketing research but most are very quantitative and are also too detailed for students taking a one-semester course; they do not focus on important qualitative issues such as depth interviews and focus groups - the authors redress this imbalance. Written as an introduction to marketing research, this book also includes chapters on business to business marketing research and internet marketing research. The authors adopt a practical focus and include numerous examples as well as coursework assignments.
PAUL BAINES is Senior Lecturer in Marketing and Director of Business Development at the Middlesex University Business School.
BAL CHANSARKAR is Principal Lecturer in statistics at the Middlesex University Business School.
BAL CHANSARKAR is Principal Lecturer in statistics at the Middlesex University Business School.