An introduction aimed at students of marketing research, this fourth edition discusses its history and role, the basic techniques employed, specific applications, statistical analyses and preparation of research reports. Material new to this edition includes: pricing research and analysis of price sensitivity; increased coverage of telephone questionnaires; increased coverage of computer applications; research development for assessing television viewing including the 1991 techniques; and a section on the challenges and opportunities posed for researchers by the new Europe. The text is intended for use by undergraduates of business studies, MBA and DMS students, and people studying for Institute of Marketing or Market Research Society qualifications.
"synopsis" may belong to another edition of this title.
New integrated coverage of computerized marketing research, including the impact of the Internet and E-mail
New Key Points boxes summarising the text at regular intervals integrated into each chapter
New colour text design clarifies illustrations and figures and highlights the text
6 new mini cases integrated in the text
6 new long cases at the end of the text have been added to illustrate real world examples, featuring organisations such as Tesco and London Underground
Website support with resources for lecturers and students
Peter Chisnall is the author of several marketing texts and has held senior academic appointments at Manchester Business School and Dublin City University. He has extensive practical experience in management and consultancy, and is a member of the Chartered Institute of Marketing.
"About this title" may belong to another edition of this title.
Book Description Mcgraw Hill Book Co Ltd, 1992. Hardcover. Book Condition: New. book. Bookseller Inventory # 77074297