Essentials of Marketing Research

Name: Essentials of Marketing Research
Price: 111.87 USD
Availability: InStock
ISBN: 9780273694946

ISBN-10: 0273694944

ISBN-13: 9780273694946

Edition: 4th 2005 (Revised)

Authors: Tony Proctor

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Description:

Tony Proctor#146;s Essentials of Marketing Research 4th edition offers a streamlined, traditional introduction to all the major concepts in the field of marketing research. He also discusses new developments, particularly in the areas of qualitative data analysis and marketing decisions support systems. Ideal for undergraduates studying marketing research for the first time, MBA students, as well as anyone who seeks a basic understanding of the topic.

Book details

Edition: 4th
Copyright year: 2005
Publisher: Pearson Education, Limited
Binding: Paperback
Pages: 616
Size: 7.50" wide x 9.75" long x 1.25" tall
Weight: 2.596
Language: English




The nature of marketing research



Planning the research project



Secondary data



Sampling



Surveys



Measurement and scaling



Questionnaires



Qualitative research



Observations and experiments



Quantitative data analysis



Qualitative data analysis



Reports and their presentation



Applied marketing research



Marketing research settings: business-to-business, services and internal marketing



Global marketing research



Marketing decision-support system


Further case studies


Glossary


Bibliography


Index