Modern methods and techniques of marketing research

This clear and easy-to-understand publication introduces current marketing research methods and techniques and provides a range of advice and tips for their use in practice. A large number of examples and a number of case studies from real practice are very valuable. You will learn about the methodology and techniques of conducting marketing research, from the research plan through data collection, processing and analysis to the interpretation of results. You will learn in detail about modern quantitative and qualitative research methods including interviewing, observation and experiment. The authors also discuss selected applications of marketing research and the organization of marketing research.