The industrial market research handbook
著者
書誌事項
The industrial market research handbook
Kogan Page, 1992
3rd ed
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注記
Previous ed.: 1987
内容説明・目次
内容説明
Good industrial market research is one of the most valuable and respected business tools available to those in industry. By providing accurate information as the basis of forecasts, it reduces the risk in long-term planning and sales projections. This third edition of "The Industrial Market Research Handbook" provides a practical and comprehensive guide to the techniques and applications of industrial market research in a variety of business contexts. Topics covered include: how to identify a market and its characteristics; how to obtain information on customers and competitors; how to set up a market research project, implement it and successfully present the results. Every aspect of industrial market research is covered here in depth, emphasizing the benefits for company strategy and performance.
Also included in this new edition are: a completely revised chapter on questionnaire design, giving a fresh angle on a vital aspect of research; a substantially revised chapter on customer satisfaction which reflects the increasing importance of total quality management and the quality standard (BS5750/ISO9000) in this field; and a new chapter on researching European markets - essential for any company venturing into the Single Market. The scope and clarity of the information provided in this handbook make it essential reading for all those responsible for market research in their organization, including manufacturers and those providing services for industry, as well as students of business, particularly sales, marketing and market research.
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