Advanced Marketing Research is a companion volume to Richard Bagozzi's Principles of Marketing Research. It is intended for students on advanced marketing resea

Essential to any student of the discipline, this textbook offers a comprehensive, applied approach to understanding and designing market research. Balancing the

For a company to embrace market research as a facilitator of change, it must be willing to take the approach that makes the most impact on its organization. Tha

How is qualitative marketing and consumer research conducted today? - What is rigorous research in this field? - What are the new, cutting edge techniques? Writ