Marketing research : an integrated approach (Record no. 39649)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 02110nam a2200217 a 4500 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 9780273694748 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 027369474X |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Classification number | 658.83 |
| Item number | WIL |
| 100 ## - MAIN ENTRY--AUTHOR NAME | |
| Personal name | Wilson, Alan |
| 245 ## - TITLE STATEMENT | |
| Title | Marketing research : an integrated approach |
| 250 ## - EDITION STATEMENT | |
| Edition statement | 2nd edition |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Place of publication | Harlow, England ; |
| -- | New York : |
| Name of publisher | Prentice Hall/Financial Times, |
| Year of publication | 2006. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Name of publisher | Pearson Education |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Year of publication | 2006 |
| 300 ## - PHYSICAL DESCRIPTION | |
| Number of Pages | xviii, 432 pages : |
| Other physical details | illustrations ; |
| Accompanying material | 1 CD-ROM (4 3/4 in.) |
| 500 ## - GENERAL NOTE | |
| General note | Includes index, CD ROM available here |
| 505 ## - FORMATTED CONTENTS NOTE | |
| Formatted contents note | 1. The role of marketing research and customer information in decision making --<br/>2. The marketing research process --<br/>3. Secondary data and customer databases --<br/>4. Collecting observation data --<br/>5. Collecting and analysing qualitative data --<br/>6. Collecting quantitative data --<br/>7. Designing questionnaires --<br/>8. Sampling methods --<br/>9. Analysing quantitative data --<br/>10. Presenting the research results --<br/>Marketing research in action : case histories --<br/>Current issues in marketing research. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc | <br/>"Marking Research: An Integrated Approach is invaluable for anyone studying marketing research at a degree or diploma level and is prescribed reading for those students taking the joint module of Marketing Research and Information offered by the Chartered Institute of Marketing and The Market Research Society." "The book places research in the bigger picture of marketing and demonstrates how an understanding of marketing research is a key requirement of any effective marketing professional. The text integrates the key concepts and techniques of marketing research with the management of customer information from databases, loyalty cards and customer files." "Marketing Research is written in a clear and accessible style using many examples, real-life case histories and discussions of current issues in marketing research and customer information management that makes it very suitable for supporting the delivery of single semester modules on marketing research."--BOOK JACKET |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Term | Marketing research. |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Koha item type | Reference Books |
| Collection code | Home library | Current library | Shelving location | Date acquired | Source of acquisition | Cost, normal purchase price | Full call number | Accession Number | Koha item type |
|---|---|---|---|---|---|---|---|---|---|
| Reference | Main Library | Main Library | Reference | 28/11/2007 | Purchased | 7953.45 | 658.83 WIL | 010641 | Reference Books |