by Gilbert A. Churchill · Thomson Learning · tapa dura · ISBN 9780030540172
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«Basic Marketing Research» is a market research textbook by Gilbert A. Churchill (Thomson Learning, hardback, 837 pages, in English).
A reference work that breaks down commercial research into seven stages and shows its practical application. With a management-oriented approach and real case studies, it explains how to collect data, analyse it, and use it to support marketing decisions.
Second edition, published in December 1991; includes bibliographic references and an index.
For university marketing students and professionals who need to base their decisions on market data.
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