Applied marketing and social research

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書誌事項

Applied marketing and social research

edited by Ute Bradley ; foreword by John Downham

J. Wiley, c1987

2nd ed

  • : pbk.

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内容説明・目次

内容説明

A collection of case studies which methodically explores major research techniques currently in use. These include qualitative research, attitude research, new product development, product testing and advertising research and trade-off techniques. The book shows just how marketing and social research can be applied to different problems and the type of results that can be achieved. Written by experts in the field of marketing research, it covers a diverse range of topics and presents a wide range of methodologies and marketing research applications.

目次

  • Introduction
  • The Contribution of Research to General Motors Corporate Communications Strategy in the UK
  • The Fresh Cream Cakes Market: The Use of Qualitative Research as Part of a Consumer Research Programme
  • Clover New Product Development
  • The Contribution of Research in the Development of the BBC's Computer Literacy Project
  • Assessing what is being Measured by a Readership Survey
  • Ad-hoc Pricing Research
  • Product Testing
  • A Cost Effective Use of Research to Evaluate Sales Promotions
  • The Tracking Study in Market Research
  • On-line Data Bases - Their Role in Information Retrieval
  • The Research Benefits of Scanning
  • Assessing the Effectiveness of Computer-Based Training
  • Multi- Country Research
  • Evaluating the Effectiveness of Anti-Drinking and Driving Advertising: Increasing the Cost Efficiency of Research
  • Developing a New Index of Crime: The British Crime Survey.

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