Marketing research / Peter Chisnall.
Publication details: London : McGraw-Hill, 2004.Edition: 7th edDescription: 496 pISBN:- 0077108124 (pbk.) :
- 658.83 22
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- Qblbm
Item type | Current library | Shelving location | Call number | Status | Date due | Barcode | Item holds | |
---|---|---|---|---|---|---|---|---|
Book | Biblioteket HKR | Biblioteket | Metod Chisnall | Available | 11156000148051 |
Total holds: 0
Enhanced descriptions from Syndetics:
The 7th edition of this well-established marketing research text is thoroughly revised and updated and offers readers comprehensive coverage of the principal techniques and applications of marketing research. With sound theoretical and practical guidance relevant to a wide range of today's marketing problems and opportunities, the book covers both qualitative and quantitative research methodologies in the depth required to fully appreciate the many facets of marketing research.
Previous ed.: 2001.
Table of contents provided by Syndetics
- Part 1 General Introduction
- 1 Nature and Scope of Marketing Research
- Part 2 Basic Techniques
- 2 Methodologies of Marketing Research
- 3 Introduction to Sampling
- 4 Types of Sampling
- 5 Questionnaires
- 6 Interviewing
- 7 Qualitative Research and Attitude Research
- Part 3 Specific Research Applications
- 8 Continuous Marketing Research
- 9 Test Marketing
- 10 Advertising Research
- 1 Business to Business Research
- 12 International Marketing Research
- Part 4 Data Handling and Interpretation
- 13 Final Stages of the Survey
- Appendix 1 Sources of Secondary Data
- Appendix 2 Case Studies
- 1 How Tesco keeps the Customer Satisfied
- 2 Music Making in Britain
- 3 Qualitative Research in Ethnic Minority Communities in Britain
- 4 Mystery Shoppings Contribution to London Underground Investment Decisions
- 5 Market Research and Water Supply
- 6 Art Sponsorship: The Tate Gallery
- 7 Achieving Prestige Status: Audi's successful strategy
- 8 Regenerating a traditional family-based product
- 9 Cultural values and Asian markets
- 10 Perspectives on older consumers