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This is the fourth and final book in a series on marketing. Non-marketing managers need to understand how marketing research is used in the marketing process to determine market size and customer needs and wants. They should understand the difference between quantitative and qualitative research and between desk research and field research. They should be acquainted with the various methods of sampling used in marketing research and about the major role that questionnaires play in the collection of data. This book fills that need.

NOTE:  This is a BookBoon publication and you have to provide your email address to access it. The book is free for students, but all others only get it free for 30 days and requires a monthly subscription after that.

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