Applied marketing research

著者

• Moutinho, Luiz
• Evans, Martin (Martin J.)

書誌事項

Applied marketing research

Luiz Moutinho, Martin Evans

Addison-Wesley Pub. Co., c1992

注記

Includes bibliographical references and index

内容説明・目次

内容説明

A thorough and practical presentation of the different kinds of problems encountered in the application of marketing research methodology as an aid to managerial decision making.

目次

• I: THE MARKETING RESEARCH PROCESS: DESIGNS AND TECHNIQUES. 1. Marketing, Marketing Information Systems and Marketing Research. 2. The Marketing Research Process. 3. Primary Data collection: Observation
• Interview xxx
• Experimentation. 4. Primary Data Collection: Questionnaires and Interviews. 5. Primary Data Collection: Sampling and Sample Design. 6. Data Analysis: Problems and Cases. II: MARKETING RESEARCH: APPLICATION AND INDUSTRY. 7. Market Research. 8. Product Research: New Product Development. 9. Brand Name and Package Testing Research. 10. Price Research. 11. Sales and Distribution Research. 12. Promotion Research. 13. International Marketing Research. 14. Industrial Marketing Research. 15. Marketing Research and Marketing Intelligence. 16. The Marketing Research Industry and the Future. Problems and Cases. Clippings from the Press. Index.

「Nielsen BookData」 より

詳細情報

• NII書誌ID(NCID): BA19235976
• ISBN:
  • 0201565048
• LCCN: 92017238
• 出版国コード: uk
• タイトル言語コード: eng
• 本文言語コード: eng
• 出版地: Wokingham, England ; Reading, Mass.
• ページ数/冊数: xii, 314 p.
• 大きさ: 24 cm
• 分類:
  • LCC : HF5415.2
  • DC20 : 658.8/3
• 件名:
  • LCSH : Marketing research