Welcome to IOU Digital Library

A comprehensive university-level introduction to marketing research, this volume—used by Qualtrics Survey University—covers key topics including research design, measurement and scaling, data collection, sampling, experimentation, qualitative and quantitative analysis, and report preparation. Co-authored by experienced academics and industry experts, it balances methodological rigor with practical application

no reviews

245: $a: An Introduction to Marketing Research
245: $b:
082: $a:
100: $a: Scott M. Smith & Gerald S. Albaum
650: $a: Marketing Research
250: $a:
440: $v:
250: $b: SAGE Publications
250: $c: 2010
020: $a: 0 0761988521
300: $a: 21