Marketing research for managers / Sunny Crouch, Matthew Housden.
Material type: TextPublication details: Oxford : Butterworth-Heinemann, 2003.Edition: 3rd edDescription: xvi, 372 p. : ill., forms ; 25 cmISBN:- 9780750654531 (pbk.) :
- 0750654538 (alk. paper)
- 658.83 CRO
- HF5415 .C76 2003
Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|---|
Long Loan | TUS: Midlands, Main Library Athlone General Lending | 658.83 CRO (Browse shelf(Opens below)) | 1 | Available | 201650 |
Previous ed.: 1996.
Includes bibliographical references (p. 358-359) and index.
Introducing marketing research -- 2.Getting started -- 3.Marketing research begins at home -- 4.\'Off-the-peg\' research -- 5.\'Made-to-measure\' research -- 6.How are the data collected? -- 7.How provides the information? -- 8.How do you ask the questions? -- 9.Who asks the questions -- 10.What happens to the answers? -- 11.How do you buy good research? -- 12.Using research in experiments -- 13.Using research in business-to-business and industrial markets -- 15.Using research in international markets -- 16.Using research in marketing decision making -- 17.Where do you go from here?
This practical introduction to marketing research covers the range of marketing research techniques. It describes how each stage in the research process is carried out with an appreciation of their strengths and weaknesses.