Description
Tony Proctor’s Essentials of Marketing Research 4th edition offers a
streamlined, traditional introduction to all the major concepts in the field of marketing
research. He also discusses new developments, particularly in the areas of qualitative
data analysis and marketing decisions support systems.
Ideal for undergraduates studying marketing research for the first time, MBA students, as
well as anyone who seeks a basic understanding of the topic.
Features
Mini case studies at the end of each chapter drive home real world relevance to
students.
Boxed examples drawn from articles in the press, including the FT, show students how this
subject is important in the workplace.
Contents
1. The nature of marketing research
2. Planning the research project
3. Secondary data
4. 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. Evaluating, reports and presentation
13. Applied marketing research
14. Marketing research settings: business-to-business, services and internal marketing
15. Global marketing research
16. Marketing decision-support systems
Further case studies
Glossary
Bibliography
Index
616 pages, Paperback
