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Applied marketing research / Luiz Moutinho, Martin Evans.

By: Contributor(s): Material type: TextTextPublication details: Wokingham, England ; Reading, Mass. : Addison-Wesley Pub. Co., c1992.Description: xii, 314 p. : ill. ; 24 cmISBN:
  • 9780201565041
Subject(s): DDC classification:
  • 658.83 MOU
Contents:
I: THE MARKETING RESEARCH PROCESS: DESIGNS AND TECHNIQUES. 1. Marketing, Marketing Information Systems and Marketing Research. 2. The Marketing Research Process. 3. Primary Data collection: Observation; Interview xxx; Experimentation. 4. Primary Data Collection: Questionnaires and Interviews. 5. Primary Data Collection: Sampling and Sample Design. 6. Data Analysis: Problems and Cases. II: MARKETING RESEARCH: APPLICATION AND INDUSTRY. 7. Market Research. 8. Product Research: New Product Development. 9. Brand Name and Package Testing Research. 10. Price Research. 11. Sales and Distribution Research. 12. Promotion Research. 13. International Marketing Research. 14. Industrial Marketing Research. 15. Marketing Research and Marketing Intelligence. 16. The Marketing Research Industry and the Future. Problems and Cases. Clippings from the Press. Index.
Summary: Provides interesting illustrations and examples of the different kinds of practical problems that are involved in the application of marketing research methodology as an aid to managerial decision making. Thoroughly practical, it forms a complete and concise reference of methodologies and techniques for both the student and the practitioner.
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Item type Current library Home library Call number Copy number Status Barcode
Book Mzumbe University Main Campus Library Mzumbe University Main Campus Library 658.83 MOU (Browse shelf(Opens below)) 1 Available 0058040
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Includes bibliographical references and index.

I: THE MARKETING RESEARCH PROCESS: DESIGNS AND TECHNIQUES. 1. Marketing, Marketing Information Systems and Marketing Research. 2. The Marketing Research Process. 3. Primary Data collection: Observation; Interview xxx; Experimentation. 4. Primary Data Collection: Questionnaires and Interviews. 5. Primary Data Collection: Sampling and Sample Design. 6. Data Analysis: Problems and Cases. II: MARKETING RESEARCH: APPLICATION AND INDUSTRY. 7. Market Research. 8. Product Research: New Product Development. 9. Brand Name and Package Testing Research. 10. Price Research. 11. Sales and Distribution Research. 12. Promotion Research. 13. International Marketing Research. 14. Industrial Marketing Research. 15. Marketing Research and Marketing Intelligence. 16. The Marketing Research Industry and the Future. Problems and Cases. Clippings from the Press. Index.

Provides interesting illustrations and examples of the different kinds of practical problems that are involved in the application of marketing research methodology as an aid to managerial decision making. Thoroughly practical, it forms a complete and concise reference of methodologies and techniques for both the student and the practitioner.

eng.

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