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Marketing research: an integrated approach 2nd edition

Wilson, A.M. (2006) Marketing research: an integrated approach 2nd edition. FT Prentice Hall. ISBN 027369474X

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Abstract

This concise book places marketing research in the bigger picture of marketing and demonstrates how marketing research and its understanding should be seen as a key element of marketing rather than a backroom activity performed by statisticians. The structure of this book closely follows the core elements of the MRS/CIM Marketing Research and Information Module, so will be ideal for those students studying towards these diplomas. This book is also ideal for those taking a short course in marketing research for the first time.