Contemporary market research

Author: Mike Daniel
Publisher:
Publish Date: 2004-02-06
Features: This book is one of the most popular market research textbooks abroad. Both authors are internationally renowned market research experts, combining high theoretical expertise with extensive practical experience. The book is distinctive in its features and vivid language, with a focus on "researching for clients." It introduces the concepts of market research from the perspective of managers using or purchasing market research information. The content covers various aspects, including the role of market research in management decision-making, the design of research plans, the use of statistical tools to analyze data, and the practical applications of market research. This book is suitable for teaching undergraduate and graduate students in marketing majors, as well as MBA students, and can also serve as a reference for corporate marketing management personnel.