Marketing research
著者
書誌事項
Marketing research
（The McGraw-Hill marketing series）
McGraw-Hill, c1992
4th ed
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
An introduction aimed at students of marketing research, this fourth edition discusses its history and role, the basic techniques employed, specific applications, statistical analyses and preparation of research reports. Material new to this edition includes: pricing research and analysis of price sensitivity; increased coverage of telephone questionnaires; increased coverage of computer applications; research development for assessing television viewing including the 1991 techniques; and a section on the challenges and opportunities posed for researchers by the new Europe. The text is intended for use by undergraduates of business studies, MBA and DMS students, and people studying for Institute of Marketing or Market Research Society qualifications.
目次
- Part 1 General introduction: role and development of marketing research
- methodologies of marketing research. Part 2 Basic techniques: introduction to sampling
- types of sampling
- characteristics of sampling
- questionnaires
- interviewing
- qualitative research and attitude measurement. Part 3 Specific research applications: continuous market research
- test marketing
- advertising research
- industrial marketing research
- overseas marketing research
- marketing research for services. Part 4 Data handling and interpretation: statistical analysis
- final stages of the survey.
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