Marketing research : an integrated approach

By: Wilson, AlanMaterial type: TextTextPublication details: Harlow, England ; New York : Prentice Hall/Financial Times, 2006; Pearson Education ; 2006Edition: 2nd editionDescription: xviii, 432 pages : illustrations ; 1 CD-ROM (4 3/4 in.)ISBN: 9780273694748; 027369474X Subject(s): Marketing researchDDC classification: 658.83
Contents:
1. The role of marketing research and customer information in decision making -- 2. The marketing research process -- 3. Secondary data and customer databases -- 4. Collecting observation data -- 5. Collecting and analysing qualitative data -- 6. Collecting quantitative data -- 7. Designing questionnaires -- 8. Sampling methods -- 9. Analysing quantitative data -- 10. Presenting the research results -- Marketing research in action : case histories -- Current issues in marketing research.
Summary: "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
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Holdings
Item type Current library Collection Call number Status Date due Barcode Item holds
Reference Books Reference Books Main Library
Reference 		Reference 658.83 WIL (Browse shelf(Opens below)) Available 010641
Total holds: 0

Includes index, CD ROM available here

1. The role of marketing research and customer information in decision making --
2. The marketing research process --
3. Secondary data and customer databases --
4. Collecting observation data --
5. Collecting and analysing qualitative data --
6. Collecting quantitative data --
7. Designing questionnaires --
8. Sampling methods --
9. Analysing quantitative data --
10. Presenting the research results --
Marketing research in action : case histories --
Current issues in marketing research.


"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

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