Tata McGraw - Hill Education
|Number of Pages
This book will introduced readers to the stimulating and challenging world of research-supported marketing decisions.Students aspiring to become marketers as well as those desirous of becoming research specialists would find the book useful.
An approach based on demystifying the research process
Right balance of theory and practice
Detailed discussion on ethics in marketing research
"Process-Series" diagrams depicting specific research steps as well as the complete research process,
"Behind the scenes"and Snapshots"- Stories and mini-cases that give a real-world flavor to the treatment.
Key terms and reference notes on the margins.