Fundamentals of Marketing Research [Hardcover]

Fundamentals of Marketing Research covers all facets of marketing research including method, technique, and analysis at all levels. The methodological scope regarding research design, data collection techniques, and measurement is broad with three chapters devoted to the critical area of measurement and scaling. The presentation is from primarily a pragmatic and user-oriented perspective which aides the student to evaluate the research presented to them. This text explores cutting-edge technologies and new horizons while ensuring students have a thorough grasp of research fundamentals.Fundamentals of Marketing Research covers all facets of marketing research including method, technique, and analysis at all levels. The methodological scope regarding research design, data collection techniques, and measurement is broad with three chapters devoted to the critical area of measurement and scaling. The presentation is from primarily a pragmatic and user-oriented perspective which aides the student to evaluate the research presented to them. This text explores cutting-edge technologies and new horizons while ensuring students have a thorough grasp of research fundamentals. I'm writing to say that I just came across your marketing research text, and think it is a great book. I feel that the standard texts miss the mark , and I'm never willing to recommend one to my students. While I don't use a textbook in my teaching at London Business School, I will certainly be directing students to your book when they ask me about good marketing research references. Still reviewing textsVery comprehensive and easy understandable book on techniques of marketing research. Suits very well for introduction to marketing research. For a more profound elaboration on experiments, for example, additional literature is helpful.During our school review next Semester I will push to have this text adoptl“!