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.
"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, 1997. Paperback. Book Condition: New. 5th. Bookseller Inventory # DADAX0077091752
Book Description Mcgraw Hill Book Co Ltd, 1997. Paperback. Book Condition: New. book. Bookseller Inventory # 0077091752