Items related to Marketing Research: Measurement and Method
Synopsis
This introduction to marketing research focuses on decisional research, covers the principles of each topic, and describes ways to properly design and implement a research project. In this way, it enables students to provide meaningful information that helps identify, structure, and solve marketing problems. In addition, the text addresses the use of appropriate methods and measurements and considers possible obstacles in marketing research, such as the insistent constraints of time and the economics of information acquisition.
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