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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
Browsing TUS: Midlands, Main Library shelves, Shelving location: Athlone General Lending Close shelf browser (Hides shelf browser)
658.83 CHI Marketing research. 658.83 CHI Marketing research. 658.83 CHI Marketing research. 658.83 CHI Marketing research. 658.83 CHI Marketing research. 658.83 CHI Marketing research / 658.83 CHI Marketing research /

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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