The primary purpose of marketing research is to gather information which will allow your company or organisation to make better, more informed decisions.
Book Details:
- Author: Paul Baines
- ISBN: 9780471497707
- Year Published: 2002
- Pages: 368
- BISAC: BUS043000, BUSINESS & ECONOMICS/Marketing / General
About the Book and Topic:
The primary purpose of marketing research is to gather information which will allow your company or organisation to make better, more informed decisions.
Many textbooks have been published on marketing research but most are very quantitative and are also too detailed for students taking a one semester course. There is a large and growing market for an introductory level textbook that provides a more balanced approach to the subject. This book has been written in response to the changing requirements of the market.
Includes chapters on business to business marketing research and Internet marketing research. The authors adopt a practical focus and include numerous examples as well as helpful marketing research exercises. * Provides a balance between quantitative and qualitative aspects of marketing research.
About the Author
PAUL BAINES is Senior Lecturer in Marketing and Director of Business Development at the Middlesex University Business School. BAL CHANSARKAR is Principal Lecturer in statistics at the Middlesex University Business School.