My Account
Log in Registration
All
Cart
Highlights
Fiction Books
Non-Fiction Books
Children's Books
Rare Books
Music
DVD & Blu-Ray
Video Games
Category
Wishlists
Cart
All
Free Shipping in Australia
Trustpilot
Proud to be B-Corp

Marketing Research Peter Chisnall

Marketing Research By Peter Chisnall

Marketing Research by Peter Chisnall

Reviews:
$11.99
Condition - Very Good
Only 2 left
Very Good

Summary

Covers the principal techniques and applications of marketing research. With guidance relevant to a range of marketing problems and opportunities, this book covers both qualitative and quantitative research methodologies.

Marketing Research Summary

Marketing Research by Peter Chisnall

The 7th edition of this well-established marketing research text is thoroughly revised and updated and offers readers comprehensive coverage of the principal techniques and applications of marketing research. With sound theoretical and practical guidance relevant to a wide range of today's marketing problems and opportunities, the book covers both qualitative and quantitative research methodologies in the depth required to fully appreciate the many facets of marketing research.

About Peter Chisnall

Extensive practical experience in management and consultancy. For many years he has been an external examiner and adviser for several academic institutions in the UK

Table of Contents

Part One General Introduction
1. Nature and Scope of Marketing Research

Part Two Basic Techniques
2. Methodologies of Marketing Research
3. Introduction to Sampling
4. Types of Sampling
5. Questionnaires
6. Interviewing
7. Qualitative Research and Attitude Research

Part Three Specific Research Applications
8. Continuous Marketing Research
9. Test Marketing
10. Advertising Research
1. Business to Business Research
12. International Marketing Research

Part Four Data Handling and Interpretation
13. Final Stages of the Survey

Appendix 1: Sources of Secondary Data

Appendix 2: Case Studies
1. How Tesco keeps the Customer Satisfied
2. Music Making in Britain
3. Qualitative Research in Ethnic Minority Communities in Britain
4. Mystery Shoppings Contribution to London Underground Investment Decisions
5. Market Research and Water Supply
6. Art Sponsorship: The Tate Gallery
7. Achieving Prestige Status: Audi's successful strategy
8. Regenerating a traditional family-based product
9. Cultural values and Asian markets
10. Perspectives on older consumers

Additional information

GOR002730147
9780077108120
0077108124
Marketing Research by Peter Chisnall
Peter Chisnall
Used - Very Good
Paperback
McGraw-Hill Education - Europe
2004-11-01
496
N/A
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

Customer Reviews - Marketing Research