Mountain View
Brown, Tom J.

Marketing research : a South Asian perspective - New Delhi Cengage 2016 - 331p.

This book provides a framework for the choices and decisions that must be made by managers-an important aspect of marketing research-because decisions made in one stage of the process have consequences for other stages. Managers and marketing researchers need to appreciate the interactions among the parts of the research process so they can have confidence in a particular research result. This edition provides readers with an overview of the information gathering function from the perspective of the researchers who gather the information and the marketing managers who use it.



658.83 BRO
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