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

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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

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.

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Product Details

  • ISBN-13: 9780750604888
  • Publisher: Taylor & Francis
  • Publication date: 4/15/1996
  • Edition number: 3
  • Pages: 344
  • Product dimensions: 7.47 (w) x 9.67 (h) x 0.85 (d)

Table of Contents

Foreword
Preface
Acknowledgements
1 Introducing marketing research 1
2 Getting started 13
3 Marketing research begins at home 25
4 'Off-the-peg' research 39
5 'Made-to-measure' research 107
6 How are the data collected? 121
7 Who provides the information? 147
8 How do you ask the questions? 169
9 Who asks the questions? 195
10 What happens to the answers? 219
11 How do you buy good research? 243
12 Using research in experiments 269
13 Using research in business-to-business and industrial markets 281
14 Using research in online markets 289
15 Using research in international markets 309
16 Using research in marketing decision making 327
17 Where do you go from here? 351
Index 361
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