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Marketing research for managers

Author: Sunny Crouch; Matthew Housden
Publisher: Oxford ; Boston, MA : Butterworth-Heinemann, 2003.
Series: Marketing series., Professional development.
Edition/Format:   Print book : English : 3rd edView all editions and formats
Summary:
This practical introduction to marketing research covers the range of marketing research techniques. It describes how each stage in the research process is carried out with an appreciation of their strengths and weaknesses.
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Details

Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Sunny Crouch; Matthew Housden
ISBN: 0750654538 9780750654531
OCLC Number: 51818702
Description: xvi, 372 pages : illustrations ; 25 cm
Contents: 1. Introducing marketing research --
2. Getting started --
3. Marketing research begins at home --
4. 'Off-the-peg' research --
5. 'Made-to-measure' research --
6. How are the data collected? --
7. Who provides the information? --
8. How do you ask the questions? --
9. Who asks the questions? --
10. What happens to the answers? --
11. How do you buy good research? --
12. Using research in experiments --
13. Using research in business-to-business and industrial markets --
14. Using research in online markets --
15. Using research in international markets --
16. Using research in marketing decision making --
17. Where do you go from here?
Series Title: Marketing series., Professional development.
Responsibility: Sunny Crouch, Matthew Housden.
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Abstract:

Aims to enable managers to become more informed research users and buyers. This edition of the text includes: the development of the "knowledge economy"; analysis of customer relationship management;  Read more...

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