978-0-07-707429-6 / 9780077074296

Marketing Research (Mcgraw Hill Series in Marketing)


Publisher:Mcgraw Hill Book Co Ltd



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About the book:

An introduction aimed at students of marketing research, this fourth edition discusses its history and role, the basic techniques employed, specific applications, statistical analyses and preparation of research reports. Material new to this edition includes: pricing research and analysis of price sensitivity; increased coverage of telephone questionnaires; increased coverage of computer applications; research development for assessing television viewing including the 1991 techniques; and a section on the challenges and opportunities posed for researchers by the new Europe. The text is intended for use by undergraduates of business studies, MBA and DMS students, and people studying for Institute of Marketing or Market Research Society qualifications.

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