This fifth edition has been revised and extended. Divided into four parts, it covers: the evolution and development of marketing research; basic technologies such as sampling and data collection; specific systems like panel research, testmarketing and advertising research; and professional applications in consumer, industrial, international and services markets. New to this edition is a development of service industries section, research on marketing marketing research applications, new techniques developed in line with modern technologies and updated learning aids.
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Extensive practical experience in management and consultancy. For many years he has been an external examiner and adviser for several academic institutions in the UK
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Book Description Mcgraw Hill Book Co Ltd, 1997. Paperback. Book Condition: New. 5th. Bookseller Inventory # DADAX0077091752