| 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. |
