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Resource Name &
Link to Resource:
Handbook of Marketing Research: Uses, Misuses, and Future Advances
Description:

Presents approaches for delivering market insights for fact-based decision making in a market-oriented firm. 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. Rajiv Grover and Marco Vriens, eds. Available through SAGE Knowledge.

Resource Type(s): E-Book(s),  Reference Tool 
Access information: Resource is available on-campus or off-campus via EZProxy; Click the resource name to access it or here for off-campus instructions.
Fulltext: Fulltext is available.
Vendor Name:Sage Publications
Research Guides: Business, Marketing
Coverage:2006 ed.