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Marketing Research: (English)

Marketing Research: (English)

          
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About the Book

The 7th edition of this well-established marketing research text is thoroughly revised and updated and offers readers comprehensive coverage of the principal techniques and applications of marketing research. With sound theoretical and practical guidance relevant to a wide range of today’s marketing problems and opportunities, the book covers both qualitative and quantitative research methodologies in the depth required to fully appreciate the many facets of marketing research.

Table of Contents:
Part One General Introduction 1. Nature and Scope of Marketing Research Part Two Basic Techniques 2. Methodologies of Marketing Research 3. Introduction to Sampling 4. Types of Sampling 5. Questionnaires 6. Interviewing 7. Qualitative Research and Attitude Research Part Three Specific Research Applications 8. Continuous Marketing Research 9. Test Marketing 10. Advertising Research 1. Business to Business Research 12. International Marketing Research Part Four Data Handling and Interpretation 13. Final Stages of the Survey Appendix 1: Sources of Secondary Data Appendix 2: Case Studies 1. How Tesco keeps the Customer Satisfied 2. Music Making in Britain 3. Qualitative Research in Ethnic Minority Communities in Britain 4. Mystery Shoppings Contribution to London Underground Investment Decisions 5. Market Research and Water Supply 6. Art Sponsorship: The Tate Gallery 7. Achieving Prestige Status: Audi’s successful strategy 8. Regenerating a traditional family-based product 9. Cultural values and Asian markets 10. Perspectives on older consumers


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Product Details
  • ISBN-13: 9780077108120
  • Publisher: McGraw-Hill Education - Europe
  • Publisher Imprint: Mcgraw Hill Higher Education
  • Depth: 29
  • Height: 248 mm
  • No of Pages: 496
  • Series Title: English
  • Weight: 1 gr
  • ISBN-10: 0077108124
  • Publisher Date: 16 Nov 2004
  • Binding: Paperback
  • Edition: 7 Rev ed
  • Language: English
  • Returnable: N
  • Spine Width: 24 mm
  • Width: 191 mm


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Marketing Research: (English)
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