Marketing Research

the long version

"Marketing Research Measurement, Method and Application provides a comprehensive and detailed coverage of all the elements that go into marketing research including the instruments of data capture, data collection methods and data analysis, along with an up-to-date review of techniques and applications currently used by the larger market research agencies." "This text places a great emphasis on how to generate good measures of marketing concepts and shows how all research is approached from a particular perspective."--BOOK JACKET.