Marketing research for managers / Sunny Crouch and Matthew Housden.
By: Crouch, Sunny.
Contributor(s): Housden, Matthew | Institute of Marketing.
Material type: BookSeries: CIM professional: Publisher: Oxford ; Boston : Butterworth-Heinemann, 1996Edition: 2nd ed.Description: xii, 322 p. : ill. ; 25 cm. + pbk.ISBN: 0750604883.Subject(s): Marketing research | Research -- ManagementDDC classification: 658.83Item type | Current library | Call number | Copy number | Status | Date due | Barcode | Item holds |
---|---|---|---|---|---|---|---|
General Lending | MTU Bishopstown Library Lending | 658.83 (Browse shelf(Opens below)) | 1 | Available | 00070170 | ||
General Lending | MTU Bishopstown Library Lending | 658.83 (Browse shelf(Opens below)) | 1 | Available | 00070169 |
Enhanced descriptions from Syndetics:
The more managers know about how marketing research works, the more effective they can be in using it as a management tool. This practical introduction to marketing research's purpose is to enable managers to become more informed research users and buyers. It covers the range of marketing research techniques and describes how each stage in the research process is carried out with an appreciation of their strengths and weaknesses.
"Published on behalf of the Institute of Marketing.".
Previous ed.: 1984.
Includes bibliographical references (pages 314-315) and index.
Introducing marketing research -- Getting started -- Marketing research begins at home -- 'Off-the-peg' research -- 'Made-to-measure' research -- How are the data collected? -- Who provides the information? -- How do you ask the questions? -- Who asks the questions? -- What happens to the answers? -- How do you buy good research? -- Using research in industrial markets -- Using research in experiments -- Using research in international markets -- Using research in marketing decision-making -- Where do you go from here?
Table of contents provided by Syndetics
- Introducing marketing research
- Getting started
- Marketing research begins at home
- 'Off-the-peg' research
- 'Made to measure' research
- How are the data collected?
- Who provides the information?
- How do you ask the questions?
- Who asks the questions?
- What happens to the answers?
- How do you buy good research?
- Using research in industrial markets
- Using research in experiments
- Using research in international markets
- Using research in marketing decision-making
- Where do you go from here?