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The international handbook of market research techniques
Rok: 2008
ISBN: 9780749438654
OKCZID: 110003238
Vydání: 2nd ed.
Citace (dle ČSN ISO 690):
BIRN, Robin, ed. The international handbook of market research techniques. 2nd ed. London: Kogan Page Limited, 2008. 594 s.
Anotace
* Standard text dealing with market research techniques * For all levels of expertise: from students to experienced practitioners * Paper reissue of a successful book A short-cut to experience and knowledge on all key techniques with contributions from the industry's leading market research practitioners. The "International Handbook of Market Research Techniques" is a major text for all levels of marketing professionals and market researchers. It presents market research techniques that have been developed and polished for over four decades. The aim of this handbook is to provide you with a short-cut to experience and knowledge on all key techniques by presenting contributions that have been written by the industry's leading market research practitioners. This second edition of the comprehensive guide has a highly practical approach. It covers everything from market research survey planning and quantitative research over the Internet to geodemographics, analysis, modeling and report writing. Available in paperback for the first time, this is a key text for research practitioners, students of business and marketing and those studying for professional qualifications.