| Description |
x, 454 pages ; 24 cm |
| Contents |
Pt. 1. Data Collection and Research Systems. Ch. 1. What Is State of the Art Marketing Research? Ch. 2. Basic Methods of Gathering Information. Ch. 3. Two Basic Research Systems -- Pt. 2. Building the Research Study. Ch. 4. Defining the Marketing Problem. Ch. 5. Preparing the Research Plan. Ch. 6. Using Outside Assistance. Ch. 7. Collecting Primary Data. Ch. 8. Selecting the Sampling Methods. Ch. 9. Developing the Questionnaire. Ch. 10. Using Focus Groups. Ch. 11. Summarizing Results. Ch. 12. Presenting Research Results -- Pt. 3. Applying Marketing Research to Marketing Problems. Ch. 13. New-Product Introductions. Ch. 14. Specialized Marketing Research Applications. Ch. 15. Market Segmentation. Ch. 16. Integrating Database Technology and Marketing Research. Ch. 17. Measuring Advertising Effectiveness and Media Audience. Ch. 18. Global Marketing Research -- App. Samples of Questionnaires |
| Summary |
"This completely revised and updated edition of State of the Art Marketing Research is still the only comprehensive, all-in-one resource for planning, conducting, and applying marketing research in today's results-oriented environment. The book describes the technologies that have revolutionized the marketing research discipline and have transformed the day-to-day practice of marketing research into an invaluable tool for actionable plans and programs. Written for managers and marketing executives who direct or communicate with researchers and marketing staff, this book takes the reader step-by-step through the research planning and development process."--BOOK JACKET |
| Notes |
"Published in conjunction with the American Marketing Association"--verso t.p |
| Bibliography |
Includes bibliographical references and index |
| Subject |
Marketing research.
|
| Author |
Breen, George Edward, 1911-
|
|
Dutka, Alan F.
|
| LC no. |
97029370 |
| ISBN |
0844234435 |
|
