Marketing Research: Planning, Methodology and Evaluation

Contents: Preface. 1. Marketing research: definition and meaning. 2. Accuracy of marketing experiments. 3. Methodological pitfalls and solutions in marketing research. 4. Internal and external validity of marketing research. 5. Quasi-experiments. 6. Growth perspectives of small businesses and entrepreneurship. 7. Communication and public perceptions of the quality of life. 8. Future brand in marketing research. 9. Researching and analysis of future competition. 10. Challenges of market researcher. 11. Future channels of marketing. 12. Survey of cigarette smoking and quality of life. Bibliography. Index.    

"Marketing Research takes an application-oriented approach providing students with the tools and skills necessary to solve business problems and exploit business opportunities. This book is unique from any other in the market in three significant ways. First, it provides a greater balance between primary and secondary information and the techniques and methods that underpin these two important types of data. Second, it offers in-depth coverage of the critical research tools and skills that will be required of today and tomorrow\'s marketing researchers and business decision-makers. This book provides students a realistic and current view of the practice and importance of marketing research in the business world." (jacket)