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“Reading this book is like having a conversation with an experienced, knowledgeable practitioner of marketing and marketing research. The conversational style makes the book easy to read and conveys the information in a friendly, but important way.”
New edition addressed Big Data and a process for conducting marketing research in practice.
An integrated approach which students seem to find easy to follow.
This is a core text for any marketing student or researcher looking for ideas and justifications for their research design. It provides a thorough grounding in traditional and contemporary issues and uses an engaging style to hook the reader.
