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MARKETING RESEARCH
CHISNALL P. wydawnictwo: MCGRAW-HILL , rok wydania 2001, wydanie VI cena netto: 280.00 Twoja cena 266,00 zł + 5% vat - dodaj do koszyka 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.
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