Marketing Research
Marketing Research
Theoretical Background – Design - Implementation
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This book outlines marketing theory and practice. It clearly and concisely explains the basic techniques of market research as well as the stages of implementation of a research program. Commonly asked questions are posed and then answered, such as, 'When are measurements and analyses based on primary data reliable?' or 'Are polls and related research useful?' The book is a great help for those studying marketing, as well as for marketing professionals and researchers.