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The marketing research process / Len Tiu Wright and Margaret Crimp.

By: Contributor(s): Material type: TextTextPublication details: Harlow : Financial Times Prentice Hall, 2000.Edition: 5th edDescription: xxv, 469 p. : ill., maps ; 25 cmISBN:
  • 9780130117533 (pbk.) :
  • 0130117536 (pbk)
Subject(s): DDC classification:
  • 658.83 WRI
LOC classification:
  • HF5415.2 .W75 2000
Contents:
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.
Summary: This work considers the applications and scope of marketing research. It explores research issues, statistical and methodological techniques for collecting and generating data.
Holdings
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.

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