Essentials of Marketing Research
By Tony Proctor
Financial Times / Pearson Education
568 Pages, 7 1/2" x 9 3/4"
$82.50 paper original
The third edition of Essentials of Marketing Research offers a concise introduction to all the major concepts as well as discussing new developments in the field of market research, whilst positioning it in the real world of marketing communications. This text is ideal for undergraduates studying marketing research for the first time as well as anyone who seeks a basic understanding of this topic.
Features & Benefits
New chapter on electronic commerce.
New case studies. Internet research & digital media.
Electronic tools for data collection.
Effectiveness of marketing research.
Contents 1. The nature of marketing research 2. Planning the research project 3. Secondary data 4. Sampling 5. Surveys 6. Measurement and scaling 7. Questionnaires 8. Qualitative research 9. Observations and experiments 10. Quantitative data analysis 11. Qualitative data analysis 12. Reports and their presentation 13. Applied marketing research 14. Marketing research settings: business-to-business, services and internal marketing 15. Global marketing research 16. Marketing decision-support system Further case studies Glossary Bibliography Index
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