Description
This second edition, like the first, is intended for three main categories of readers. First, members of the general public who wish to acquire an overview of marketing research will find it a valuable source of reading material. It offers them an insight into the basic components of marketing research. Second, degree and diploma students on management, sales and marketing institutes can adopt it as a reading text in marketing research studies. It presents statistical procedures and techniques which students with some basic knowledge of statistics can comprehend. Third, marketing research practitioners who, at times, may wish to make references to technical aspects concerning marketing research disciplines, will find it convenient and valuable as a desk reference book.
This new edition uses the same basic approach as the first edition in providing a concise, easily understood coverage of marketing research activities. There have not been dramatic changes in either the material or format of the second edition, but there have been a substantial number of minor improvements. The diagrams and other learning aids in the text have been expanded and improved. More questions are included in the End-of-Chapter Revision for readers to practise.
ISBN 9789971643126
