Marketing research : (Record no. 167865)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 02778nam a22002657a 4500 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | ZW-GwMSU |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20241021092125.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 241017b |||||||| |||| 00| 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 9780273718703 (pbk.) |
| 040 ## - CATALOGING SOURCE | |
| Original cataloging agency | rda |
| Transcribing agency | MSULIB |
| Language of cataloging | English |
| Description conventions | rda |
| 050 00 - LIBRARY OF CONGRESS CALL NUMBER | |
| Classification number | HF5415.2 WIL |
| 100 1# - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Wilson, Alan, |
| Dates associated with a name | 1958- |
| Relator term | author |
| 245 10 - TITLE STATEMENT | |
| Title | Marketing research : |
| Remainder of title | an integrated approach / |
| Statement of responsibility, etc | created by Alan Wilson. |
| 250 ## - EDITION STATEMENT | |
| Edition statement | Third edition |
| 264 #1 - PRODUCTION, PUBLICATION, DISTRIBUTION, MANUFACTURE, AND COPYRIGHT NOTICE | |
| Name of producer, publisher, distributor, manufacturer | Financial Times/Prentice Hall, |
| Date of production, publication, distribution, manufacture, or copyright notice | 2011. |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | xxii, 410 pages : |
| Other physical details | illustrations ; |
| Dimensions | 27 cm. |
| 336 ## - CONTENT TYPE | |
| Source | rdacontent |
| content type term | text |
| 337 ## - MEDIA TYPE | |
| source | rdamedia |
| media type term | unmediated |
| media type code | n |
| 338 ## - CARRIER TYPE | |
| source | rdacarrier |
| carrier type term | volume |
| carrier type code | nc |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE | |
| Bibliography, etc | Includes index |
| 505 ## - FORMATTED CONTENTS NOTE | |
| Formatted contents note | Chapter 1 The role of marketing research and customer informationin decision making Chapter 2 The marketing research process Chapter 3 Secondary data and customer databases Chapter 4 Collecting observation data and monitoring online user-generated contents Chapter 5 Collecting and analysing qualitative data Chapter 6 Collecting quantitative data Chapter 7 Designing questionnaires Chapter 8 Sampling methods Chapter 9 Analysing quantitative data Chapter 10 Presenting the research results Marketing research in action: case histories Case 1: Lynx - launching a new brand Case 2: Sony Ericsson - understanding the mobile phone market Case 3: AIR MILES - researching advertising effectiveness Case 4: The Metro - newspaper media research and understanding the reader Case 5: Birmingham airport - researching customer satisfaction Case 6: Gu - establishing a community for research Case 7: English Rugby - researching participation Case 8: Malta and MTV - researching attitudes Case 9: Allied Domecq - researching lifestyles Case 10: Dove - researching beauty for a communications campaign Current issues in marketing research Issue 1: Marketing research versus customer insight Issue 2: Merging marketing research with customer databases Issue 3: Observation and surveillance cameras Issue 4: Declining response rates Issue 5: Challenges of business-to-business research Issue 6: Difficulties in achieving representative samples Issue 7: Research and social media Issue 8: Mulit-mode interviewing Issue 9: Using technology for data collection Issue 10: Clients going direct to respondents Issue 11: International research Issue 12: The repsondents' view of resesarch Appendix 1 Statistical tables Appendix 2 Snap Getting Started Guide Glossary Index |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc | This text provides an integration of both the professional and practical elements of marketing research, by providing an understanding of the management issues and the practical techniques facing today's marketers |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name as entry element | Marketing research. |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Library of Congress Classification |
| Koha item type | Book |
| Withdrawn status | Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Home library | Current library | Shelving location | Date acquired | Source of acquisition | Cost, normal purchase price | Total Checkouts | Full call number | Barcode | Date last seen | Copy number | Price effective from | Koha item type |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Library of Congress Classification | Harare Campus Library | Harare Campus Library | Open Shelf | 17/10/2024 | Gramsol | 85.00 | HF5415.2 WIL | BK151517 | 21/10/2024 | 163491 | 21/10/2024 | Book |