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Marketing research : methodological foundations / Gilbert A. Churchill, Jr., Dawn Iacobucci.
LIBRA HF5415.2 .C5 2002
Available from offsite location
LIBRA HF5415.2 .C5 2002
Available from offsite location
- Format:
- Book
- Author/Creator:
- Churchill, Gilbert A.
- Series:
- Harcourt series in marketing
- The Harcourt series in marketing
- Language:
- English
- Subjects (All):
- Marketing research.
- Physical Description:
- xxvi, 1006 pages : illustrations ; 26 cm.
- Edition:
- Eighth edition.
- Place of Publication:
- Fort Worth : Harcourt College Publishers, [2002]
- Summary:
- This market leader has established itself as a classic through seven previous editions by presenting superior, balanced coverage of both the qualitative and quantitative aspects of marketing research. The six stages of the research process provide a solid framework to ensure the development of students' conceptual and practical understanding of marketing research. It may be used for both upper-division undergraduate and graduate level courses.
- Notes:
- Includes bibliographical references and indexes.
- Local Notes:
- Acquired for the Penn Libraries with assistance from the Class of 1932 Fund.
- ISBN:
- 0030331013
- OCLC:
- 48435281
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