Marketing research : (Record no. 630)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 02260nam a2200169Ia 4500 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 027369474X (alk. paper) |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 9780273694748 |
| 050 00 - CALL NUMBER | |
| Classification number | HF5415.2 |
| Item number | .W558 |
| 100 1# - AUTHOR | |
| Personal name | Wilson, Alan M. |
| 245 10 - TITLE | |
| Title | Marketing research : |
| Remainder of title | an integrated approach / |
| Statement of responsibility, etc | Alan Wilson. |
| 250 ## - EDITION | |
| Edition statement | 2nd ed. |
| 260 ## - PUBLICATION INFORMATION | |
| Place of publication | Harlow, England ; |
| -- | New York : |
| Name of publisher | Prentice Hall/Financial Times, |
| Year of publication | 2006. |
| 300 ## - DESCRIPTION | |
| Number of Pages | xviii, 432 p. : |
| Other physical details | ill. ; |
| Dimensions | 25 cm. + |
| Accompanying material | 1 CD-ROM (4 3/4 in.) |
| 505 ## - FORMATTED CONTENTS NOTE | |
| Table of Content | Foreword by the Chairman of The Market Research Society (MRS)About MRSPrefacePublisher s acknowledgementsChapter 1 The role of marketing research and customer informationin decision makingChapter 2 The marketing research processChapter 3 Secondary data and customer databasesChapter 4 Collecting observation dataChapter 5 Collecting and analysing qualitative dataChapter 6 Collecting quantitative dataChapter 7 Designing questionnairesChapter 8 Sampling methodsChapter 9 Analysing quantitative dataChapter 10 Presenting the research results Marketing research in action: case histories Case 1: Sony Ericsson -- understanding the mobile phone marketCase 2: AIR MILES -- researching advertising effectivenessCase 3: The Metro newspaper media research -- understanding the readersCase 4: Birmingham airport -- researching customer satisfactionCase 5: Age Concern -- researching policy issuesCase 6: English rugby -- researching participationCase 7: Glasgow Underground -- researching customer characteristicsCase 8: Allied Domecq -- researching lifestylesCase 9: Dove -- researching beauty for a communications campaignCase 10: Carlsberg-Tetley -- communicating research to the board Current issues in marketing research Issue 1: Marketing research versus customer insightIssue 2: Merging marketing research with customer databasesIssue 3: Declining response ratesIssue 4: Challenges of business-to-business researchIssue 5: Difficulties in achieving representative samplesIssue 6: Researching difficult minority groupsIssue 7: Multi-mode interviewingIssue 8: Using technology to collect dataIssue 9: Clients going direct to respondentsIssue 10: International researchAppendix 1 Statistical tablesAppendix 2 QuickStart Guide to SnapGlossaryIndex |
| 650 #0 - SUBJECTS | |
| Topical Term | Marketing research. |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Koha item type | Books |
| Withdrawn status | Lost status | Collection code | Home library | Current library | Shelving location | Date acquired | Full call number | Accession Number | Koha item type |
|---|---|---|---|---|---|---|---|---|---|
| Reference | Methodist University Library Main | Methodist University Library Main | General Stacks | 01/03/2007 | HF5415.2 .W558 | 27894 | Books | ||
| Reference | Methodist University Library Main | Methodist University Library Main | General Stacks | 01/03/2007 | HF5415.2 .W558 | 27896 | Books | ||
| Reference | Methodist University Library Main | Methodist University Library Main | 01/03/2007 | HF5415.2 .W558 | 27895 | Books |