Focusing on the 'whys' of spending, Danziger has profiled customers in more than 30 categories of discretionary spending through research based on surveys, interviews and focus groups from a variety of people who make discretionary purchases. This aims to help anticipate the nee…
"With a do-it-yourself, hands-on approach, Marketing Research: An Applied Orientation illustrates the interaction between marketing research decisions and marketing management decisions. This text uses a practical six-step framework for conducting marketing research, utilizing a…
Market information and customer insight are critical factors in helping successful businesses to meet their strategic goals. Now in its fourth edition, this popular and user-friendly text will equip you with all the tools you need to find facts, undertake a marketing research pr…
Market information and customer insight are critical factors in helping successful businesses to meet their strategic goals. Now in its fourth edition, this popular and user-friendly text will equip you with all the tools you need to find facts, undertake a marketing research pr…
This book takes an application-oriented approach and provides a balance between primary and secondary information and the techniques and methods that underpin these two types of data.
