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Автор: John Philip Jones
Год: 2001
Издание:
Sage Publications
Страниц: 256
ISBN: 076192244, 9780761922445, 076192244X978, 076192244X978
This book is based on state-of-the-art research, including pure single-source research, consumer panel research, a predictive technique to pre-test television commercials, econometric evaluation, and studies of market and brand aggregates. Although the data in the book is based on sound samples and proven measurement techniques, they are explained with the simplest mathematics and the clearest prose.
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