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Applied marketing and social research / edited by Ute Bradley ; foreword by John Downham.

Contributor(s): Material type: TextTextPublication details: Chichester ; New York : Wiley, c1987.Edition: 2nd edDescription: xvii, 488 p. : ill. ; 24 cmISBN:
  • 0471913561 :
  • 0471914754 (pbk.) :
Subject(s): DDC classification:
  • 658.8/3
Contents:
Introduction; The Contribution of Research to General Motors Corporate Communications Strategy in the UK; The Fresh Cream Cakes Market: The Use of Qualitative Research as Part of a Consumer Research Programme; Clover New Product Development; The Contribution of Research in the Development of the BBC's Computer Literacy Project; Assessing what is being Measured by a Readership Survey; Ad-hoc Pricing Research; Product Testing; A Cost Effective Use of Research to Evaluate Sales Promotions; The Tracking Study in Market Research; On-line Data Bases - Their Role in Information Retrieval; The Research Benefits of Scanning; Assessing the Effectiveness of Computer-Based Training; Multi- Country Research; Evaluating the Effectiveness of Anti-Drinking and Driving Advertising: Increasing the Cost Efficiency of Research; Developing a New Index of Crime: The British Crime Survey.
Summary: A collection of case studies which methodically explores major research techniques currently in use. These include qualitative research, attitude research, new product development, product testing and advertising research and trade-off techniques
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Holdings
Item type Current library Home library Call number Status Barcode
Book Mzumbe University Main Campus Library Mzumbe University Main Campus Library 658.83 APP (Browse shelf(Opens below)) Available 0038338
Total holds: 0

Includes bibliographies.

Introduction; The Contribution of Research to General Motors Corporate Communications Strategy in the UK; The Fresh Cream Cakes Market: The Use of Qualitative Research as Part of a Consumer Research Programme; Clover New Product Development; The Contribution of Research in the Development of the BBC's Computer Literacy Project; Assessing what is being Measured by a Readership Survey; Ad-hoc Pricing Research; Product Testing; A Cost Effective Use of Research to Evaluate Sales Promotions; The Tracking Study in Market Research; On-line Data Bases - Their Role in Information Retrieval; The Research Benefits of Scanning; Assessing the Effectiveness of Computer-Based Training; Multi- Country Research; Evaluating the Effectiveness of Anti-Drinking and Driving Advertising: Increasing the Cost Efficiency of Research; Developing a New Index of Crime: The British Crime Survey.

A collection of case studies which methodically explores major research techniques currently in use. These include qualitative research, attitude research, new product development, product testing and advertising research and trade-off techniques

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