Marketing research : an integrated approach
著者
書誌事項
Marketing research : an integrated approach
Financial Times/Prentice Hall, 2003
大学図書館所蔵 件 / 全1件
-
該当する所蔵館はありません
- すべての絞り込み条件を解除する
注記
Includes index
内容説明・目次
内容説明
This title provides an integration of both the professional and the practical elements of marketing research. The perspective is market-led, rather than focusing on technique, and the text remains accessible by assuming less statistical knowledge than most others available.
目次
Foreword by the Chairman of The Market Research Society Preface Publisher's acknowledgements Chapter 1 The role of marketing research and customer information in decision making Chapter 2 The marketing research process Chapter 3 Secondary data and customer databases Chapter 4 Collecting observation data Chapter 5 Collecting and analysing qualitative data Chapter 6 Collecting quantitative data Chapter 7 Designing questionnaires Chapter 8 Sampling methods Chapter 9 Analysing quantitative data Chapter 10 Presenting the research results Marketing research in action: case histories Case 1 Skoda: researching brand values Case 2 Air Miles: researching advertising effectiveness Case 3 Medical research on hypertension: researching behaviour Case 4 Birmingham airport: researching customer satisfaction Case 5 Age Concern: researching policy issues Case 6 BT Cellnet: researching new services Case 7 Glasgow Underground: researching customer characteristics Case 8 Allied Domecq: researching lifestyles Case 9 Carlsberg-Tetley: communicating research to the board Current issues in marketing research Issue 1 Marketing research v. customer insight Issue 2 Merging marketing research with customer databases Issue 3 Declining response rates Issue 4 Challenges of business-to-business research Issue 5 Difficulties in achieving representative samples Issue 6 Researching difficult minority groups Issue 7 Innovation in advertising research? Issue 8 Branding research products Issue 9 Clients going direct to respondents Glossary Appendix Index
「Nielsen BookData」 より