Marketing Research

Peter Chisnall

554 pages, parution le 22/11/2004 (7^eme édition)

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Résumé

The 7th edition of this well-established marketing research text is thoroughly revised and updated and offers readers comprehensive coverage of the principal techniques and applications of marketing research. With sound theoretical and practical guidance relevant to a wide range of today's marketing problems and opportunities, the book covers both qualitative and quantitative research methodologies in the depth required to fully appreciate the many facets of marketing research.

Key features

New Cases: Includes 19 new mini cases and 4 new extended case studies, many contributed by leading names in the field. Featuring 1 mini case per chapter and a section of 10 full length case studies at the back of the book, new cases include well-recognised organizations such as Starbucks, Barnardos, Irn Bru in Russia and Marmite, plus cases on Asian markets, international marketing and charity research.
More on the Web and Marketing Research: With more content on the relevance of the Internet to marketing research, the book has been updated to include substantial new sections on the following topics: Search Engines, Online Shopping, Broadband and Internet polling.
More in-depth coverage of Business-to-Business Research. Thoroughly updated, the text provides the most up-to-date treatment of topics including the service economy, buying power, healthcare research, plus a new section on coverage of the Arts, Sports and Voluntary Services.
Topical and relevant, the text includes brand new material on International marketing research, Advertising research, Corporate ethics and Ethnography, offering students an up-to-date analysis of contemporary issues in the field.
Improved pedagogy in this edition inclues additional Key Points that appear throughout the text providing text effective learning summaries to students as they progress through the chapters. The text has also been designed to include an increased level of sub-headings that help readers follow the order of the topics more easily.

Sommaire

Part One General Introduction
- Nature and Scope of Marketing Research
Part Two Basic Techniques
- Methodologies of Marketing Research
- Introduction to Sampling
- Types of Sampling
- Questionnaires
- Interviewing
- Qualitative Research and Attitude Research
Part Three Specific Research Applications
- Continuous Marketing Research
- Test Marketing
- Advertising Research
- Business to Business Research
- International Marketing Research
Part Four Data Handling and Interpretation
- Final Stages of the Survey
- Appendix 1: Sources of Secondary Data
- Appendix 2: Case Studies

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Mc Graw Hill
Auteur(s)	Peter Chisnall
Parution	22/11/2004
Édition	7^eme édition
Nb. de pages	554
Format	19 x 24,5
Couverture	Broché
Poids	1105g
Intérieur	Noir et Blanc
EAN13	9780077108120
ISBN13	978-0-07-710812-0