01658nam a2200241 a 4500 TVCDKTCT13167 Thư viện trường Cao đẳng Kỹ thuật Cao Thắng 20110628000000 110628 Thư viện Trường CĐ Kỹ Thuật Cao Thắng RG_1 #1 eb0 i1 0072837861 vie 658.83 / M100K-d Cooper Donald R Maketing research / Cooper Donald R, Schindler Pamela S American : McGraw -Hill , 2005 790tr. There are several approaches to teaching marketing research. You could present the big picture and context first, and then break down the overall process into its parts. Or, you could start with techniques and build each into a phase of the overall process until at the end the overview is known. This book takes the approach that each student needs an overview first in order to appreciate the nuances and details of the specific techniques they will be asked to employ to develop high quality information. This belief led to the development of the text in four parts. The first part presents the overview, while parts 2, 3 and 4 provide the details on methodologies and techniques. --This text refers to an alternate Hardcover edition. About the Author Don Cooper is the writer of the text. He is on leave from Florida Atlantic University and currently does extensive consulting work for companies such as IBM in the domestic and global areas. --This text refers to an alternate Hardcover edition. Maketting Schindler Pamela S