内容简介：
The ability to connect easily with customers online together with today s emphasis on market and customer focus across the firm, means that many more people than ever before are involved in the design and conduct of market research. This book provides an overview" "for busy managers and MBA students seeking a place to begin. It shows how to think about market research in the context of business decisions, describes the essential market research techniques, skills, and applications, and provides cases from a variety of business situations.