Qualitative Marketing Research: An Interactive Approach

An outstanding textbook for both undergraduate and graduate business courses. This is a training text in the use of discussion and observation to understand consumer needs, perceptions, and decision making. This text is geared for courses using qualitative research, including market research, corporate strategy, product innovation, general marketing, and consumer behavior. This textbook fills the urgent need for hands-on practical application of ...

By Barbara Rugen
File Size: 1310 KB
Print Length: 285 pages
Publisher: DecaBooks (November 6, 2014)
Publication Date: November 6, 2014
Sold by: Amazon Digital Services LLC
Language: English
ASIN: B00PBMNTPA
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Word Wise: Enabled
Lending: Enabled
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Format: PDF ePub TXT ebook

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There are so many things to like about Dr. Barbara Rugen's new book "Qualitative Market Research: An InteractiveApproach." As an academic who is also performs research for clients, Dr. Rugen's book exceeded my expectations for providing necessary inf

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