Marketing Research (Business Masters S.)

West, Christopher

Palgrave Macmillan（1999/02発売）

• 製本 Paperback:紙装版/ペーパーバック版／ページ数 240 p.
• 商品コード 9780333721780
• DDC分類 658.83

Full Description

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

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