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Marketing Research Alan Wilson

Marketing Research von Alan Wilson

Marketing Research Alan Wilson

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Zusammenfassung

This title provides an integration of both the professional and the practical elements of marketing research. The perspective is market- led, rather than focusing on technique, and the text remains accessible by assuming less statistical knowledge than most others available.

Marketing Research Zusammenfassung

Marketing Research: An Integrated Approach Alan Wilson

This title provides an integration of both the professional and the practical elements of marketing research. The perspective is market-led, rather than focusing on technique, and the text remains accessible by assuming less statistical knowledge than most others available.

Inhaltsverzeichnis

Foreword by the Chairman of The Market Research Society Preface Publisher's acknowledgements Chapter 1 The role of marketing research and customer information in decision making Chapter 2 The marketing research process Chapter 3 Secondary data and customer databases Chapter 4 Collecting observation data Chapter 5 Collecting and analysing qualitative data Chapter 6 Collecting quantitative data Chapter 7 Designing questionnaires Chapter 8 Sampling methods Chapter 9 Analysing quantitative data Chapter 10 Presenting the research results Marketing research in action: case histories Case 1 Skoda: researching brand values Case 2 Air Miles: researching advertising effectiveness Case 3 Medical research on hypertension: researching behaviour Case 4 Birmingham airport: researching customer satisfaction Case 5 Age Concern: researching policy issues Case 6 BT Cellnet: researching new services Case 7 Glasgow Underground: researching customer characteristics Case 8 Allied Domecq: researching lifestyles Case 9 Carlsberg-Tetley: communicating research to the board Current issues in marketing research Issue 1 Marketing research v. customer insight Issue 2 Merging marketing research with customer databases Issue 3 Declining response rates Issue 4 Challenges of business-to-business research Issue 5 Difficulties in achieving representative samples Issue 6 Researching difficult minority groups Issue 7 Innovation in advertising research? Issue 8 Branding research products Issue 9 Clients going direct to respondents Glossary Appendix Index

Zusätzliche Informationen

GOR001295168
9780273651130
0273651137
Marketing Research: An Integrated Approach Alan Wilson
Alan Wilson
Gebraucht - Sehr Gut
Broschiert
Pearson Education Limited
2002-11-22
368
N/A
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