Absolute Essentials of Marketing Research - Paperback

by Bonita M. Kolb (Author)

This short textbook provides students with a concise yet comprehensive overview of the fundamentals of Marketing Research. It takes the student through the full process, from developing the hypothesis and setting the research question, to developing and conducting the research, and finally to analysing the data and making recommendations.

Author Biography

Bonita M. Kolb is Professor Emeritus of Business Administration at Lycoming College, USA, and is currently researching the hospitality sector in St. Augustine, Florida.