Marketing Research (McGraw-Hill marketing for professionals series)

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9780077091750: Marketing Research (McGraw-Hill marketing for professionals series)

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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From the Publisher:

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

About the Author:

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.

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Peter M. Chisnall
Published by Mcgraw Hill Book Co Ltd (1997)
ISBN 10: 0077091752 ISBN 13: 9780077091750
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Chisnall, Peter M.
Published by Mcgraw Hill Book Co Ltd (1997)
ISBN 10: 0077091752 ISBN 13: 9780077091750
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