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Chisnall, Peter M.

Marketing research / Peter M. Chisnall. - 4th edition. - ix, 384 pages : illustrations ; 25 cm. - McGraw-Hill series in marketing . - McGraw-Hill series in marketing. .

Includes bibliographical references and index.

Part 1 General Introduction 1 Nature and Scope of Marketing Research Part 2 Basic Techniques 2 Methodologies of Marketing Research 3 Introduction to Sampling 4 Types of Sampling 5 Questionnaires 6 Interviewing 7 Qualitative Research and Attitude Research Part 3 Specific Research Applications 8 Continuous Marketing Research 9 Test Marketing 10 Advertising Research 11 Business to Business Research 12 International Marketing Research Part 4 Data Handling and Interpretation 13 Final Stages of the Survey Appendix 1 Sources of Secondary Data Appendix 2 Case Studies 1 How Tesco keeps the Customer Satisfied 2 Music Making in Britain 3 Qualitative Research in Ethnic Minority Communities in Britain 4 Mystery Shoppings Contribution to London Underground Investment Decisions 5 Market Research and Water Supply 6 Art Sponsorship: The Tate Gallery 7 Achieving Prestige Status: Audi's successful strategy 8 Regenerating a traditional family-based product 9 Cultural values and Asian markets 10 Perspectives on older consumers

ISBN: 0077074297

LCCN: 91042207

Nat. Bib. No.: GB91-68699

Subjects--Topical Terms:
Marketing research.

LC Class. No.: HF5415.2 / .C48 1992

Dewey Class. No.: