Marketing research. Peter M. Chisnall.
Material type: TextPublication details: London : McGraw-Hill, 1996.Edition: 5th edDescription: 448p. : ill. ; 25 cmISBN:- 9780077091750 (pbk.) :
- 0077091752 (paperback : alk. paper)
- 658.83 CHI
Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|---|
Long Loan | TUS: Midlands, Main Library Athlone General Lending | 658.83 CHI (Browse shelf(Opens below)) | 1 | Available | 107558 | ||
Long Loan | TUS: Midlands, Main Library Athlone General Lending | 658.83 CHI (Browse shelf(Opens below)) | 1 | Available | 107559 |
Previous ed.: 1992.
Includes bibliographical references and index.
Chapter 1. The nature of marketing research -- Chapter 2. Planning the research project -- Chapter 3. Secondary data -- Chapter 4. Sampling -- Chapter 5. Surveys -- Chapter 6. Measurement and scaling -- Chapter 7. Questionnaires -- Chapter 8. Qualitive research -- Chapter 9. Observations and experiments -- Chapter 10. Quantitative data analysis -- Chapter 11. Qualitative data analysis -- Chapter 12. Reports and their presentation -- Chapter 13. Applied marketing research -- Chapter 14. Marketing research settings: business -to- business and global -- Chapter 15. Marketing decision-support system
Part 1 General introduction: role and development of marketing research; Part 2 Basic techniques: Chapter 2. methodologies of marketing research -- Chapter 3. introduction to sampling -- Chapter 4. types of sampling -- Chapter 5. characteristics of sampling -- Chapter 6. questionnaires -- Chapter 7. interviewing -- Chapter 8. qualitative research and attitude research -- Part 3 Specific research applications: Chapter 9. continuous marketing research -- Chapter 10. test marketing -- Chapter 11. advertising research -- Chapter 12. industrial marketing research -- Chapter 13. international marketing research -- Chapter 14. marketing research for services -- Part 4 Data handling and interpretation -- Chapter 15. statistical analysis -- Chapter 16. final stages of the survey -- Appendix: case study - financial services marketing research.