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Web Survey Bibliography

Title Marketing Research: Methodological Foundations
Year 2010
Access date 13.04.2014
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We begin with two basic questions: What is marketing research? Why is it important?   Chapter 1 illustrates the enormous variety of problems that marketing research can address and the types of business people who require a working knowledge: marketing researchers and marketing managers of course, but also consultants, entrepreneurs, financial analysts—anybody who seeks an edge in understanding customers in competitive market environments. Chapter 2 discusses alternative ways of providing marketing intelligence, namely, projects designed to investigate specific issues, or information technologies for ongoing data collection and analytical systems. Chapter 3 presents the research process that forms the backbone of this book and discusses in detail the problem formulation stage of that process.

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Year of publication2010
Bibliographic typeBook section

Web survey bibliography - 2010 (407)