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Marketing research

Author: Christopher J West
Publisher: Basingstoke, Hants : Macmillan Business, 1999.
Series: Macmillan business masters.
Edition/Format:   Print book : EnglishView all editions and formats
Database:WorldCat
Summary:
Marketing Research brings together the theory and practice of market research. Adopting a student-centred approach, the book provides a complete introduction to the subject, covering basic techniques as well as recent developments in the field.
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Document Type: Book
All Authors / Contributors: Christopher J West
ISBN: 0333721780 9780333721780
OCLC Number: 41029513
Description: xvi, 219 pages ; 24 cm.
Contents: Introduction Knowledge-Based Marketing The Marketing Information System Defining Marketing Information Needs Alternative Methods of Information Collection Internal and Secondary Information Sources Sampling Geodemographic and Lifestyle Data Questionnaires Conventional Primary Research Techniques Electronic Data Collection The Research Mix International Research Market Forecasting Data Analysis Reporting Preparing a Research Brief The Research Budget Identifying Suitable Research Resources Selecting Research Consultants Controlling the Research Process Assessing the Quality of the Results Research Ethics
Series Title: Macmillan business masters.
Responsibility: Chris West.

Abstract:

Marketing Research brings together the theory and practice of market research, covering everything from the basic techniques to recent developments in electronic data collection.  Read more...

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'This is a very handy volume. A good size to encourage student's participation and further interests...will suit the vocational course very well.' - Peter Farror, Westminster Business School

 
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