Résumé
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.
Key features
- 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
- 2. Methodologies of Marketing Research
- 3. Introduction to Sampling
- 4. Types of Sampling
- 5. Questionnaires
- 6. Interviewing
- 7. Qualitative Research and Attitude ResearchPart Three: Specific Research Applications
- 8. Continuous Marketing Research
- 9. Test Marketing
- 10. Advertising Research
- 11. Business to Business Research
- 12. International Marketing ResearchPart Four: Data Handling and Interpretation
- 13. Final Stages of the Survey
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
Caractéristiques techniques
| PAPIER | |
| Éditeur(s) | Mc Graw Hill |
| Auteur(s) | Peter Chisnall |
| Parution | 01/09/2001 |
| Édition | 6eme édition |
| Nb. de pages | 476 |
| Format | 19 x 24,7 |
| Couverture | Broché |
| Poids | 966g |
| Intérieur | 2 couleurs |
| EAN13 | 9780077097516 |
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