Using a raft of contemporary local and international examples, data sets and case studies to explain traditional marketing research methods, marketing research also examines new theories and techniques such as grounded theory, ethnogrpahy, phenomenology, automated interviewing, text, data mining and the increasing use of online panels.
|Place of Publication||South Melbourne|
|Number of pages||592|
|Edition||2nd Asia-Pacific ed.|
|Publication status||Published - 2011|