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

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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

Foreword
Preface
Acknowledgements
1Introducing marketing research1
2Getting started13
3Marketing research begins at home25
4'Off-the-peg' research39
5'Made-to-measure' research107
6How are the data collected?121
7Who provides the information?147
8How do you ask the questions?169
9Who asks the questions?195
10What happens to the answers?219
11How do you buy good research?243
12Using research in experiments269
13Using research in business-to-business and industrial markets281
14Using research in online markets289
15Using research in international markets309
16Using research in marketing decision making327
17Where do you go from here?351
Index361

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