MARKETING RESEARCH CHISNALL P. Księgarnia

Marketing Research 6/e

The new edition of this established and respected text provides a comprehensive yet concise introduction to the key concepts of Marketing Research. Fully revised and updated, this text takes a qualitative approach to contemporary practice in marketing resaerch, covering new devlopments in statistics software packages (SPSS). Taking on board the rapid changes in computerised research, new coverage of the Internet and email has been added to bring the text completely up-to date. Presented in colour, the book introduces new case material to illustrate important concepts, and improved features such as key terms, study questions and chapter summaries encourage students to revise and test their understanding of each chapter. Supporting resources for lecturers and students are available at www.mcgraw-hill.co.uk/textbooks/chisnall.

New integrated coverage of computerized marketing research, including the impact of the Internet and E-mail
New Key Points boxes summarising the text at regular intervals integrated into each chapter
New colour text design clarifies illustrations and figures and highlights the text
6 new mini cases integrated in the text
6 new long cases at the end of the text have been added to illustrate real world examples, featuring organisations such as Tesco and London Underground
Website support with resources for lecturers and students

Part One - General Introduction 1. Nature and Scope of Marketing Research Part Two: Basic Techniques 2. Methodologies of Marketing Research 3. Introduction to Sampling 4. Types of Sampling 5. Questionnaires 6. Interviewing 7. Qualitative Research and Attitude Research Part Three: Specific Research Applications 8. Continuous Marketing Research 9. Test Marketing 10. Advertising Research 11. Business to Business Research 12. International Marketing Research Part Four: Data Handling and Interpretation 13. Final Stages of the Survey Appendix 1:Sources of Secondary Data Appendix 2:Case Studies 1. How Tesco keeps the Customer Satisfied 2. Music Making in Britain 3. Qualitative Research in Ethnic Minority Communities in Britain 4. Mystery Shopping's Contribution to London Underground Investment Decisions 5. Market Research and Water Supply 6. Art Sponsorship: The Tate Gallery

479 pages

Po otrzymaniu zamówienia poinformujemy,
czy wybrany tytuł polskojęzyczny lub anglojęzyczny jest aktualnie na półce księgarni.