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Gain a solid understanding of today's qualitative as well as quantitative marketing research techniques with this market-leading text from respected authorities Dr. Dawn Iacobucci and Dr. Gilbert Churchill. Recognized as the standard for mastering today's marketing research, MARKETING RESEARCH: METHODOLOGICAL FOUNDATIONS, Tenth Edition, walks you through the six stages of the research process. This book's solid framework and accessible presentation show you how to make each stage of marketing research work for you as you confront actual business challenges. You gain both a strong conceptual knowledge and a practical understanding of applications as the book addresses marketing research's most important emerging topics and tools. New Qualtrics™ research activities and coverage of SPSS 17 introduce you to some of the most popular online survey tools used in business today. Proven applications, clear explanations, and a variety of timely cases make MARKETING RESEARCH: METHODOLOGICAL FOUNDATIONS, Tenth Edition, an exceptional learning tool now and an invaluable reference tool as you enter your professional career.
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