Marketing research for managers
著者
書誌事項
Marketing research for managers
（The Marketing series, . Professional development）
Butterworth-Heinemann, 1996
2nd ed
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注記
"Published on behalf of the Chartered Institute of Marketing"
内容説明・目次
内容説明
The more managers know about how marketing research works, the more effective they can be in using it as a management tool. This practical introduction to marketing research's purpose is to enable managers to become more informed research users and buyers. It covers the range of marketing research techniques and describes how each stage in the research process is carried out with an appreciation of their strengths and weaknesses. This third edition features material that highlights the impact of new technology, as well as case sudies and examples. The development of the "knowledge economy", an analysis of customer relationship management, and a comprehensive discussion of electronic techniques are all covered.
目次
- Introducing market research
- getting started
- marketing research begins at home
- "off-the-peg" research
- "made to measure" research
- how are the data collected?
- who provides the information?
- how do you ask the question?
- who asks the questions?
- what happens to the answers?
- how do you buy good research?
- using research in experiments
- buisness-to-business research
- using research in global markets
- using research in marketing decision-making
- where do you go from here?
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