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.
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Added Author |
Breen, George Edward, 1911-
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ISBN |
0844234575 (NTC Business Books) : $44.95 |
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0877572178 (casebound) |
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