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List Price:
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Global Home Business Price: $140.74
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Manufacturer: McGraw-Hill/Irwin
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Average Customer Rating:  
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Binding: Hardcover
Dewey Decimal Number: 658.83
EAN: 9780072830873
ISBN: 0072830875
Label: McGraw-Hill/Irwin
Manufacturer: McGraw-Hill/Irwin
Number Of Items: 1
Number Of Pages: 728
Publication Date: 2005-01-14
Publisher: McGraw-Hill/Irwin
Studio: McGraw-Hill/Irwin
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Editorial Reviews:
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Marketing Research, 3/e takes an application-oriented approach, providing students with the tools and skills necessary to solve business problems and exploit business opportunities. This book is unique from any other in the market in three significant ways. First, it provides a greater balance between primary and secondary information and the techniques and methods that underpin these two important types of data. Second, it offers in-depth coverage of the critical research tools and skills that will be required of today and tomorrow�s marketing researchers and business decision-makers. Third, with its in-depth coverage of secondary research, the practice of customer-based management is highlighted as this book helps students see what real companies are doing for their marketing research. This book provides students a realistic and current view of the practice and importance of marketing research in the business world.
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Spotlight customer reviews:
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Customer Rating:
Summary: GREAT TO LEARN METHODOLOGIES
Comment: This was a college text book I used a couple years ago. It was a great resource to learn about various marketing research methodology.
Customer Rating: 
Summary: Overall: Very Good
Comment: Suffice it to say, it was an assigned text in an upper division college course. Suffice it to say also: I started a market research firm after graduating. The content of the book and lessons set a great foundation for my work.
There are two areas I would like to see improved upon in future versions however:
1) Have closer editing and copy proofing. There were far too may grammatical errors.
2) At times the author(s) used terms or names/labels that weren't already defined or described, so it left me having to stop reading and go back for a precise definition so that I could understand the intent being covered at the point in the text.
Other than that, well worth the read and investment. I still have it on my shelf and refer back to it when needed.
Customer Rating:
Summary: A lot of extra words
Comment: I found the authors put in a lot of extra wording where it really wasn't needed. Really great examples throughout the text though, and a must have for anyone doing marketing research.
Customer Rating:
Summary: Great way to learn Marketing Research
Comment: I used this book along with a Marketing Research class at Drake University. The text clearly explained the principles of marketing research and provided real-life examples. I highly recommend this book to anyone involved with Marketing.
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