Modern Marketing Research

Contents: Preface. 1. Ethics in marketing research. 2. Organization of the marketing research function. 3. Data collection methods: personal interviews. 4. Data collection method: mail surveys. 5. Data collection method: telephone surveys. 6. Quality control. 7. Consumer panels. 8. Planning field operations. 9. Statistical analysis of relationships. 10. Marketing information systems. 11. The functions of marketing research. 12. Measuring purchase behaviour. 13. The communication of your research findings. 14. Probability sampling. 15. Assessing the value of additional information. 16. Ordinal methods in multidimensional scaling and data analysis. 17. Services marketing.

"The purpose of this book is to provide a basic reference sources of modern marketing research methods and applications for the use of marketing research. The need for such a handbook is highlighted by the growing scope and diversity of the field.

The result of these developments is that marketing research is being used on an ever-increasing scale and is tending to employ methods that are increasingly varied and sophisticated. They seldom know the range of marketing research methods are how one goes about dealing with a particular marketing problems." (jacket)