Marketing Research

Contents: Preface. 1. Introduction. 2. Types of marketing research. 3. Methods of marketing research. 4. Meta-analysis and reliability. 5. Validity, sugging and frugging. 6. Marketing research process. 7. Marketing techniques. 8. Analysis and models in marketing research. 9. Strategies in marketing. 10. Market research. Bibliography. Index.

"This book discuss the marketing research industry, with a brief treatment of both suppliers and users. The body of the text takes a micro-level approach, detailing each and every step of the marketing research process. In describing the marketing research process, a decision-oriented perspective has been adopted to help studies, who are future managers and researchers, make better decisions.

Marketing Research is written in a clear and accessible style using many examples, real-life case histories and discussions of current issues in marketing research and customer information management that makes it very suitable for supporting the delivery of single semester modules on marketing research." (jacket)