Applied Marketing Research

Applied Marketing Research

By: Martin Evans (author), Luiz Moutinho (author)Paperback

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Description

A thorough and practical presentation of the different kinds of problems encountered in the application of marketing research methodology as an aid to managerial decision making.

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Contents

I: THE MARKETING RESEARCH PROCESS: DESIGNS AND TECHNIQUES.
1. Marketing, Marketing Information Systems and Marketing Research.
2. The Marketing Research Process.
3. Primary Data collection: Observation; Interview xxx; Experimentation.
4. Primary Data Collection: Questionnaires and Interviews.
5. Primary Data Collection: Sampling and Sample Design.
6. Data Analysis: Problems and Cases.
II: MARKETING RESEARCH: APPLICATION AND INDUSTRY.
7. Market Research.
8. Product Research: New Product Development.
9. Brand Name and Package Testing Research.
10. Price Research.
11. Sales and Distribution Research.
12. Promotion Research.
13. International Marketing Research.
14. Industrial Marketing Research.
15. Marketing Research and Marketing Intelligence.
16. The Marketing Research Industry and the Future.
Problems and Cases.
Clippings from the Press.
Index.

Product Details

  • publication date: 11/07/1992
  • ISBN13: 9780201565041
  • Format: Paperback
  • Number Of Pages: 336
  • ID: 9780201565041
  • weight: 943
  • ISBN10: 0201565048

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  • Saver Delivery: Yes
  • 1st Class Delivery: Yes
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