Chisnall, Peter M.  1925- <br/><br/>
Marketing research. 
Peter M. Chisnall. 
 - 5th ed. 
 - London :  McGraw-Hill,  1996. 
 - 448p. :  ill. ;  25 cm. 
<br/><br/> Previous ed.: 1992. 
<br/><br/>Includes bibliographical references and index. 
<br/><br/>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. 
<br/><br/><label>ISBN: </label>9780077091750 (pbk.) :  £21.95 0077091752 (paperback : alk. paper) 
<br/><br/><label>LCCN: </label>96038336 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing research.<br/>Business and Management.<br/>Market research
<br/><br/><label>Dewey Class. No.: </label>658.83 CHI