The marketing research process
著者
書誌事項
The marketing research process
Pearson Education, 2000
5th ed
注記
"Financial Times, Prentice Hall"--T.p.
Includes bibliographical references and index
内容説明・目次
内容説明
The Marketing Research Process is an invaluable introduction to marketing research. The authors and leading market research practitioners have achieved a textbook that focuses on the process of conducting successful market research. The student is guided through this process in a logical and systematic way commencing with initial exploratory research and ending with media selection, planning and monitoring.
In addition to this the European based examples and up-to-date nature of the book have ensured its popularity throughout four editions.This fifth edition has been updated to take account of changes within the dynamic marketing environment. Specifically there is greater coverage of:
* the impact of information technology and database marketing on the market research industry;
* business to business marketing research with an entirely new chapter devoted to this important topic;
* the international dimensions of marketing research. The Marketing Research Process has long been regarded as a practical text for marketing research. This new edition includes recent case material and end of chapter questions designed to test students' understanding. The book provides a sound foundation for the students of marketing research on degree programmes in universities and for those studying on professional courses in market research from the Market Research Society and the Chartered Institute of Marketing.
目次
Preface.
Notes on Contributors.
List of Tables, Figures and Boxes.
1. An Introduction to Marketing Research.
2. Exploring the Market and Data Search.
3. Research Design Procedure and Choices.
4. Sampling.
5. Questionnaire Design.
6. Spreadsheets in Marketing Research: The Essential Electronic Toolkit.
7. Segmenting Markets.
8. Marketing Research and The New Biographies.
9. Research Methodology and Interpretation for Developing a Brand.
10. Establishing the Brand Identity and Pre-Testing the Whole.
11. Modelling Techniques for Product Prediction and Planning.
12. Business-to-Business Research: Research Among Business People and Professionals.
13. Marketing Communications Research: Media Planning, Monitoring and Measuring.
14. Quantitative Research.
15. The International Marketing Research Process.
Appendix 1. Access to Secondary Sources.
Appendix 2. The Principles of Analysis.
Appendix 3. Strategical Tests.
Appendix 4. Market Research Society Publications.
Glossary.
Index.
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