| Description |
xi, 579 p. : ill. ; 25 cm. |
| Bibliography |
Includes bibliographical references and index. |
| Contents |
What is state-of-the-art marketing research? -- Basic methods of gathering information -- Two basic research systems -- Defining the marketing problem -- Preparing the research plan and proposal -- Using outside assistance -- Choosing the method of collecting data -- Selecting the sampling methods -- Developing the questionnaire -- Using focus groups -- Summarizing results -- Presenting research results -- The use of overall marketing measurements : decision making about the marketing mix -- Specific studies for specific marketing decisions -- Marketing segmentation -- Using the customer/prospect database -- Other applications for marketin firms -- Applications for advertising media -- |
| Subject |
Marketing research.
|
| Added Author |
Breen, George Edward, 1911-
|
| ISBN |
0844234575 (NTC Business Books) : $44.95 |
|
0877572178 (casebound) |
|
