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Marketing Research By Alan Wilson

Marketing Research
by Alan Wilson

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Integrates the key concepts and techniques of marketing research with the management of customer information from databases, loyalty cards and customer files. This work links marketing research techniques with real-life marketing research practice and highlights how to brief and select marketing research suppliers.
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Marketing Research Summary

Marketing Research: An Integrated Approach by Alan Wilson

This concise book places marketing research in the bigger picture of marketing and demonstrates how marketing research and its understanding should be seen as a key element of marketing rather than a backroom activity performed by statisticians.

The structure of this book closely follows the core elements of the MRS/CIM Marketing Research and Information Module, so will be ideal for those students studying towards these diplomas. This book is also ideal for those taking a short course in marketing research for the first time.

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Table of Contents

Foreword by the Chairman of The Market Research Society (MRS)

About MRS


Publisher's acknowledgements

Chapter 1 The role of marketing research and customer information
in decision making

Chapter 2 The marketing research process

Chapter 3 Secondary data and customer databases

Chapter 4 Collecting observation data

Chapter 5 Collecting and analysing qualitative data

Chapter 6 Collecting quantitative data

Chapter 7 Designing questionnaires

Chapter 8 Sampling methods

Chapter 9 Analysing quantitative data

Chapter 10 Presenting the research results

Marketing research in action: case histories

Case 1: Sony Ericsson -- understanding the mobile phone market

Case 2: AIR MILES -- researching advertising effectiveness

Case 3: The Metro newspaper media research -- understanding the readers

Case 4: Birmingham airport -- researching customer satisfaction

Case 5: Age Concern -- researching policy issues

Case 6: English rugby -- researching participation

Case 7: Glasgow Underground -- researching customer characteristics

Case 8: Allied Domecq -- researching lifestyles

Case 9: Dove -- researching beauty for a communications campaign

Case 10: Carlsberg-Tetley -- communicating research to the board

Current issues in marketing research

Issue 1: Marketing research versus customer insight

Issue 2: Merging marketing research with customer databases

Issue 3: Declining response rates

Issue 4: Challenges of business-to-business research

Issue 5: Difficulties in achieving representative samples

Issue 6: Researching difficult minority groups

Issue 7: Multi-mode interviewing

Issue 8: Using technology to collect data

Issue 9: Clients going direct to respondents

Issue 10: International research

Appendix 1 Statistical tables

Appendix 2 QuickStart Guide to Snap



Additional information

Marketing Research: An Integrated Approach by Alan Wilson
Alan Wilson
Used - Very Good
Pearson Education Limited
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us.