Comments: Spine creases, wear to binding and pages from reading. May contain limited notes, underlining or highlighting that does affect the text. Possible ex library copy, will have the markings and stickers associated from the library. Accessories such as CD, codes, toys, may not be included.
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Publication Date: 2006
Publisher: South-Western College Pub
Gilbert A. Churchill, Tom J. Brown
This best-selling introductory marketing research text has undergone further transition in the sixth edition to make it even more accessible to students while still retaining its level of coverage. BASIC MARKETING RESEARCH provides a framework for the choices and decisions that must be made. This is important, because decisions made in one stage of the research process have consequences for other stages. Managers and marketing researchers both need to appreciate the interactions among the parts of the research process so they can have confidence in a particular research result. .The goal of this edition was to produce a readable book that overviews the information gathering function from the perspective of both researchers who gather the information and marketing managers who use the information.Gilbert A. Churchill is the author of 'Basic Marketing Research', published 2006 under ISBN 9780324305418 and ISBN 0324305419.