Gerald Albaum Knihy

Focusing on the comprehensive aspects of marketing research, this book delves into research design, data collection techniques, and measurement, dedicating three chapters to measurement and scaling. It adopts a pragmatic, user-oriented approach, equipping students to critically evaluate research. Additionally, it addresses emerging technologies and trends, ensuring a robust understanding of fundamental concepts in marketing research.

Rev. ed. of: International marketing and export management / Gerald Albaum ... [et al.]. 2nd ed. c1994.