Fundamentals of Marketing Research
- Scott M. Smith - Brigham Young University, USA
- Gerald S. Albaum - University of New Mexico, USA
Marketing Research
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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.
Key Features
• Contains a wealth of modern methods and techniques not found in competing texts
• Provides numerous illustrative cases at the end of each section
• Integrates international marketing research throughout instead of placing it in a separate chapter
• Has a full chapter devoted to the essential topic of online research
• An Instructor's Manual on CD-ROM provides instructors with examination questions, additional background material on discussion questions in the text, and other helpful aids
Fundamentals of Marketing Research has been bundled at no additional cost to the students, with a license to use www.SurveyZ.com to prepare and distribute an online survey.
"I'm writing to say that I just came across your marketing research text, and think it is a great book. I feel that the standard texts "miss the mark", and I'm never willing to recommend one to my students. While I don't use a textbook in my teaching at London Business School, I will certainly be directing students to your book when they ask me about good marketing research references."
Very comprehensive and easy understandable book on techniques of marketing research. Suits very well for introduction to marketing research. For a more profound elaboration on experiments, for example, additional literature is helpful.
During our school review next Semester I will push to have this text adopted as essential reading as it is excellent and very comprehensive.
Sage College Publishing
