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Focusing on the comprehensive aspects of marketing research, this book delves into research design, data collection techniques, and measurement, dedicating three chapters to measurement and scaling. It adopts a pragmatic, user-oriented approach, equipping students to critically evaluate research. Additionally, it addresses emerging technologies and trends, ensuring a robust understanding of fundamental concepts in marketing research.
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Fundamentals of Marketing Research, Scott M. Smith, Gerald S. Albaum
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- Année de publication
- 2004
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