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Essentials of marketing research

Author: Tony Proctor
Publisher: Harlow : FT Prentice Hall, 2003.
Edition/Format:   Print book : English : 3rd edView all editions and formats
Summary:

Offers an introduction to all the major concepts as well as discussing the field of market research, whilst positioning it in the real world of marketing communications. This third edition is for  Read more...

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Document Type: Book
All Authors / Contributors: Tony Proctor
ISBN: 0273674005 9780273674009
OCLC Number: 56469571
Notes: Previous edition: London : Financial Times Management, 1999.
Description: xvi, 560 pages : illustrations ; 25 cm
Contents: 1. The nature of marketing research2. Planning the research project3. Secondary data4. Sampling 5. Surveys 6. Measurement and scaling 7. Questionnaires 8. Qualitative research 9. Observations and experiments 10. Quantitative data analysis 11. Qualitative data analysis 12. Reports and their presentation 13. Applied marketing research 14. Marketing research settings: business-to-business, services and internal marketing 15. Global marketing research 16. Marketing decision-support system Further case studiesGlossaryBibliographyIndex
Responsibility: Tony Proctor.

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