The sixth edition of this established text provides a comprehensive yet concise introduction to the key concepts of marketing research. Fully revised and updated, this text takes a qualitative approach to contemporary practice in marketing research, covering developments in statistics software packages (SPSS). Taking on board the rapid changes in computerized research, and coverage of the Internet and email has been added. Presented in colour, the book introduces new case material to illustrate important concepts, and improved features such as key terms, study questions and chapter summaries encourage students to revise and test their understanding of each chapter. Supporting resources for lecturers and students are available on the internet.
Part One - General Introduction 1. Nature and Scope of Marketing Research Part Two: 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 Three: Specific Research Applications 8. Continuous Marketing Research 9. Test Marketing 10. Advertising Research 11. Business to Business Research 12. International Marketing Research Part Four: 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.