Marketing Research for Managers: Published in association with the Chartered Institute of Marketing A Professional Development Series title / Edition 3

Marketing Research for Managers: Published in association with the Chartered Institute of Marketing A Professional Development Series title / Edition 3

by Sunny Crouch, Matthew Housden
     
 

ISBN-10: 0750604883

ISBN-13: 9780750604888

Pub. Date: 04/15/1996

Publisher: Taylor & Francis

Marketing Research for Managers, now in its second edition, is an easy-to-read, practical introduction to marketing research. It covers the range of marketing research techniques and describes how each stage in the research process is carried out with an appreciation of their strengths and weaknesses.

The purpose of the book is to enable managers to become more

Overview

Marketing Research for Managers, now in its second edition, is an easy-to-read, practical introduction to marketing research. It covers the range of marketing research techniques and describes how each stage in the research process is carried out with an appreciation of their strengths and weaknesses.

The purpose of the book is to enable managers to become more informed research users and buyers. The more managers know about how marketing research works, the more effective they can be in using it as a management tool.

Endorsed by the CIM The only introductory UK text Foreword by Professor Robert Worcester, Chairman, MORI

Product Details

ISBN-13:
9780750604888
Publisher:
Taylor & Francis
Publication date:
04/15/1996
Pages:
344
Product dimensions:
7.47(w) x 9.67(h) x 0.85(d)

Table of Contents

Introducing marketing research; Getting started; Marketing research begins at home; 'Off-the-peg' research; 'Made to measure' research; How are the data collected?; Who provides the information?; How do you ask the questions?; Who asks the questions?; What happens to the answers?; How do you buy good research?; Using research in industrial markets; Using research in experiments; Using research in international markets; Using research in marketing decision-making; Where do you go from here?.

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