The marketing research process / Len Tiu Wright and Margaret Crimp.
Material type: TextPublication details: Harlow : Financial Times Prentice Hall, 2000.Edition: 5th edDescription: xxv, 469 p. : ill., maps ; 25 cmISBN:- 9780130117533 (pbk.) :
- 0130117536 (pbk)
- 658.83 WRI
- HF5415.2 .W75 2000
Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|---|
Long Loan | TUS: Midlands, Main Library Athlone General Lending | 658.83 WRI (Browse shelf(Opens below)) | 1 | Checked out | 12/12/2022 | 00210231 | |
Long Loan | TUS: Midlands, Main Library Athlone General Lending | 658.83 WRI (Browse shelf(Opens below)) | 1 | Available | 116672 |
Previous ed.: 1995.
Includes bibliographical references and index.
1.An introduction to marketing research -- 2.Exploring the market and data search -- 3.Research design procedure and choices -- 4.Sampling -- 5.Questionnaire design -- 6.Spreadsheets in marketing research: the essential electronic toolkit -- 7.Segmenting markets -- 8.Marketing research and the new biographics -- 9.Research methodology and interpretation for developing a brand -- 10.Establishing the brand identity and pre-testing the whole -- 11.Modelling techniques for product prediction and planning -- 12.Business-to-business research: research among business people and professionals -- 13.Marketing communications research: media planning, monitoring and measuring -- 14.Qualitative research -- 15.The international marketing research process.
This work considers the applications and scope of marketing research. It explores research issues, statistical and methodological techniques for collecting and generating data.