000			02778nam a22002657a 4500
003			ZW-GwMSU
005			20241021092125.0
008			241017b |||||||| |||| 00| 0 eng d
020			_a9780273718703 (pbk.)
040			_arda _cMSULIB _bEnglish _erda
050	0	0	_aHF5415.2 WIL
100	1		_aWilson, Alan, _d1958- _eauthor
245	1	0	_aMarketing research : _ban integrated approach / _ccreated by Alan Wilson.
250			_aThird edition
264		1	_bFinancial Times/Prentice Hall, _c2011.
300			_axxii, 410 pages : _billustrations ; _c27 cm.
336			_2rdacontent _atext
337			_2rdamedia _aunmediated _bn
338			_2rdacarrier _avolume _bnc
504			_aIncludes index
505			_aChapter 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			_aThis 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	_aMarketing research.
942			_2lcc _cB
999			_c167865 _d167865