Marketing research: Meaning, measurement, and method : a text with cases

By Donald S. Tull

Book Overview

Introductory text in marketing research. Concerned with the doing of good decisional research, specifically good marketing research. DLC: Marketing research. This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 0024217409
• ISBN13: 9780024217400
• Release Date: January 1976
• Publisher: Collier Macmillan Publishers
• Length: 736 Pages
• Weight: 2.60 lbs.

Customer Reviews

An Excellent Book in Market Research

the book by Tull and Hawkins is perfectly suitable for both practiotioners and students. It is very well structured, keeps a simple language, offers many examples to assist the reader understand the various concepts. Also, it includes sections concerning quantitative and statistical analysis issues in market research presented with simple examples that makes them very friendly to the uninitiated.