Marketing Research

Name: Marketing Research
Availability: OutOfStock
ISBN: 9780077091750

ISBN-10: 0077091752

ISBN-13: 9780077091750

Edition: 5th 1996

Authors: Peter M. Chisnall

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Description:

This fifth edition has been revised and extended. Divided into four parts, it covers: the evolution and development of marketing research; basic technologies such as sampling and data collection; specific systems like panel research, testmarketing and advertising research; and professional applications in consumer, industrial, international and services markets.

Book details

Edition: 5th
Copyright year: 1996
Publisher: McGraw-Hill Companies, The
Binding: Paperback
Pages: 448
Size: 7.48" wide x 9.84" long
Weight: 1.936
Language: English



General Introduction


Nature and Scope of Marketing Research


Basic Techniques


Methodologies of Marketing Research


Introduction to Sampling


Types of Sampling


Questionnaires


Interviewing


Qualitative Research and Attitude Research


Specific Research Applications


Continuous Marketing Research


Test Marketing


Advertising Research


Business to Business Research


International Marketing Research


Data Handling and Interpretation


Final Stages of the Survey


Sources of Secondary Data


Case Studies


How Tesco keeps the Customer Satisfied


Music Making in Britain


Qualitative Research in Ethnic Minority Communities in Britain


Mystery Shoppings Contribution to London Underground Investment Decisions


Market Research and Water Supply


Art Sponsorship: The Tate Gallery


Achieving Prestige Status: Audi's successful strategy


Regenerating a traditional family-based product


Cultural values and Asian markets


Perspectives on older consumers