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Marketing Research An Aid to Decision Making

ISBN-10: 1592602886

ISBN-13: 9781592602889

Edition: 2nd 2007

Authors: Alan Shao, Kevin Zhou

List price: $144.95
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Description:

We are confident that the new edition of Marketing Research: An Aid to Decision Making will dramatically improve students? knowledge of marketing research because practitioners, academicians, and past users of the text recommended many of the changes and new topics that we incorporated into this edition. The fact is, there have been numerous changes in the research industry and global marketplace that warrant special attention. When you consider how research organizations are consolidating, economies are growing worldwide, and competition is intensifying, there is a resounding plea for improved knowledge by decision-makers.
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Book details

List price: $144.95
Edition: 2nd
Copyright year: 2007
Publisher: CENGAGE Learning
Publication date: 12/11/2006
Binding: Paperback
Pages: 648
Size: 8.50" wide x 10.75" long x 0.75" tall
Weight: 2.134
Language: English

Marketing Research: Initial Questions
Why Study Marketing Research?
Who Does Marketing Research?
Who Uses Marketing Research?
Do Marketing Researchers Have an Ethical Responsibility?
What Job Opportunities Exist in Marketing Research?
Marketing Research Process and Problem Identification
Steps of the Marketing Research Process
The Marketing Research Process in Global Markets
Optimal Results from the Marketing Research Process
Marketing Research and Information Technology
Changing Information into Knowledge
Information Systems
Databases
Data Warehousing
Data Mining
Collecting Data via the Internet