Marketing research : a practical approach / by Bonita Kolb.

By:

Kolb, Bonita M

Material type:

TextPublication details: Los Angeles : SAGE, c2008.Description: xiii, 292 pages ; 24 cmISBN:

9781412947978

Subject(s):

LOC classification:

HF 5415.2 .K65 2008

Summary: Essential to any student of the discipline, this textbook offers a comprehensive, applied approach to understanding and designing market research. Balancing the fundamental quantitative methodologies and theoretical structures with practical applications of qualitative techniques, this book is ideal for the novice researcher, and for those more familiar with the discipline. With an emphasis on both critical thinking and hands-on application, the textbook contains: several real life case studies; useful learning features such as key terms, definitions and discussion topics, and is supported by a companion website.

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Holdings
Item type	Current library	Call number	Status	Date due	Barcode
Open Shelf	Albukhary International University LEVEL 2	HF 5415.2 .K65 2008 (Browse shelf(Opens below))	Checked out	17/11/2025	1100030905

Total holds: 0

Includes bibliographical references (p. [280]-287) and index.

Essential to any student of the discipline, this textbook offers a comprehensive, applied approach to understanding and designing market research. Balancing the fundamental quantitative methodologies and theoretical structures with practical applications of qualitative techniques, this book is ideal for the novice researcher, and for those more familiar with the discipline.

With an emphasis on both critical thinking and hands-on application, the textbook contains: several real life case studies; useful learning features such as key terms, definitions and discussion topics, and is supported by a companion website.

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