Marketing Research for Managers

ISBN-13: 9780750654531 / Angielski / Miękka / 2003 / 392 str.

Sunny Crouch; Matthew Housden; Matthew Housden

Opis

This text offers an easy-to-read, practical introduction to market 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.

Spis treści

Introducing market 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 experiments; Business-to-business research; Using research in global markets; Using research in marketing decision-making; Where do you go from here?

O autorze

Sunny Crouch, Matthew Housden