Marketing research : an integrated approach
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| Format: | Book |
| Published: |
Harlow, England :
Financial Times/Prentice Hall
2006
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| Edition: | 2nd ed |
| Subjects: |
Table of Contents:
- 1. The role of marketing research and customer information in decision making
- 2. The marketing research process
- 3. Secondary data and customer databases
- 4. Collecting observation data
- 5. Collecting and analysing qualitative data
- 6. Collecting quantitative data
- 7. Designing questionnaires
- 8. Sampling methods
- 9. Analysing quantitative data
- 10. Presenting the research results