Marketing research
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The textbook includes the main methodological provisions of the theory and practice of marketing research as the basis for managerial decisions. The goals and objectives that are set during research, sources of information and methods of its processing, sociological methods for collecting and analyzing primary and secondary marketing data are considered. Features of planning, conducting cabinet and field research, measurement methods, problems of building scales and processing the data obtained are presented.
For undergraduate students studying in the field of training “Trade” (profile “Marketing”), as well as students students under the master"s program “Marketing Management”
For undergraduate students studying in the field of training “Trade” (profile “Marketing”), as well as students students under the master"s program “Marketing Management”
Author:
Author:Korneeva Irina Evgenievna, Natalya Borisovna Safronova
Cover:
Cover:Hard
Category:
- Category:Business & Money
Publication language:
Publication Language:Russian
Series:
Series: Learning publications for bachelors
ISBN:
ISBN:978-5-394-04040-5
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