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Marketing research. Peter M. Chisnall.

By: Material type: TextTextPublication details: London : McGraw-Hill, 1996.Edition: 5th edDescription: 448p. : ill. ; 25 cmISBN:
  • 9780077091750 (pbk.) :
  • 0077091752 (paperback : alk. paper)
Subject(s): DDC classification:
  • 658.83 CHI
Contents:
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.
Holdings
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.

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