(ePUB) The Handbook of Marketing Research by Rajiv Grover

The Handbook of Marketing Research
Uses, Misuses, and Future Advances
by Rajiv Grover

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• Author: Rajiv Grover
• Language: english
• ISBN: 9781412909976 (141290997X)
• Release date: June 23, 2006
• Publisher: Sage Publications, Inc
• Format: hardcover, 705 pages

About The Book

The Handbook of Marketing Research: Uses, Misuses, and Future Advances comprehensively explores the approaches for delivering market insights for fact-based decision making in a market-oriented firm. Divided into four parts, the Handbook addresses (1) the different nuances of delivering insights; (2) quantitative, qualitative, and online data gathering techniques; (3) basic and advanced data analysis methods; and (4) the substantial marketing issues that clients are interested in resolving through marketing research.

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