Consumer market research handbook
著者
書誌事項
Consumer market research handbook
North-Holland , Sole distributors for the U.S.A. and Canada, Elsevier Science Pub., 1986
3rd rev. and enl. ed.
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注記
Bibliography: p. 773-812
Includes index
内容説明・目次
内容説明
As a Handbook, this volume is intended to provide a down-to-earth description of what is involved in designing, carrying out and applying market research to the kinds of problems regularly and widely encountered in business and commerce (and indeed in other fields of activity). The first half of the book deals with the different aspects of designing and carrying out research. The second half describes the ways in which market research is applied to diverse types of marketing and business problems. The text of this third edition has been substantially rewritten, by practising professionals, and therefore provides the most comprehensive up-to-date coverage of the field currently available.
目次
PART ONE: TECHNIQUES OF MARKET RESEARCH. Introduction (R.M. Worcester). Chapters: 1. Desk Research (N. Newson-Smith). 2. Qualitative Research and Motivation Research (P. Sampson). 3. Experimental Designs and Models (J. Rothman). 4. Sampling (M. Collins). 5. Questionnaire Design (J. Morton-Williams). 6. Interviewing and Field Control (J.F. Drakeford and V. Farbridge). 7. Trade Research (B. Pymont and G. Welch). 8. Panel Research (J. Parfitt). 9. Omnibus Surveys (R. Davies). 10. Telephone, Mail Order and Other Techniques (L. England and P. Arnold). 11. Editing, Coding, and Processing of Market Research Data (G.W. Roughton). 12. Statistics and Significance Testing (P. Harris). 13. Multivariate Analysis of Market Research Data (C. Holmes). PART TWO: USE OF CONSUMER MARKET RESEARCH. Introduction (J. Downham). Chapters: 14. Segmenting and Constructing Markets (T. Lunn). 15. Research for New Product Development (C. Greenhalgh). 16. Advertising Research (M. Lovell). 17. Packaging Research (W. Schlackman and D. Chittenden). 18. Research on 'Below the Line' Expenditure (M. Simmons). 19. Market Testing and Experimentation (J. Davis). 20. Market Modelling (T. Lunn, C. Blamires and D. Seaman). 21. Corporate Image Research (R.M. Worcester). 22. Market Research in the Financial Field (J.F. Swift and R.J. Stubbs). 23. International Market Research (J. Downham). 24. Print Media Research (M. Brown). 25. Television Media Research (W.A. Tyman). 26. Radio, Outdoor and Cinema Research (F. Teer). Bibliography. Biographies of Contributors. ICC/ESOMAR International Code of Marketing and Social Research Practice. Index.
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