The Practice of Market Research offers a comprehensive and understandable account of the techniques and practical tasks involved in setting up and running marke

Market research has never been more important. As organizations become increasingly sophisticated, the need to profile customers, deliver customer satisfaction,

This is a comprehensive account of the techniques and the day-to-day tasks of the researcher. Easy to read and understand, McGivern's book covers not only resea

This practical guide to the basics of market research takes a clear, concise step-by-step approach. It describes and explains the various tools and techniques a

Essentials of Marketing Research takes an applied approach to the fundamentals of marketing research by providing examples from the business world of marketing