Wilson, Alan M.
Marketing research : an integrated approach / Alan Wilson. - 2nd ed. - Harlow, England : Prentice Hall / Financial Times, 2006. - xviii, 432 p. : ill. ; 25 cm. + 1 CD-ROM (4 3/4 in.)
Includes bibliographical references and index.
1. The role of marketing research and customer information in decision making - 2. The marketing research process - 3. Secondary data and customer databases - 4. Collecting observation data - 5. Collecting and analysing qualitative data - 6. Collecting quantitative data - 7. Designing questionnaires - 8. Sampling methods - 9. Analysing quantitative data - 10. Presenting the research results - Marketing research in action: case histories - Current issues in marketing research -Appendix - Glossary - Index.
027369474X (pbk.) 9780273694748
Marketing research.
658.83 / WIL
Marketing research : an integrated approach / Alan Wilson. - 2nd ed. - Harlow, England : Prentice Hall / Financial Times, 2006. - xviii, 432 p. : ill. ; 25 cm. + 1 CD-ROM (4 3/4 in.)
Includes bibliographical references and index.
1. The role of marketing research and customer information in decision making - 2. The marketing research process - 3. Secondary data and customer databases - 4. Collecting observation data - 5. Collecting and analysing qualitative data - 6. Collecting quantitative data - 7. Designing questionnaires - 8. Sampling methods - 9. Analysing quantitative data - 10. Presenting the research results - Marketing research in action: case histories - Current issues in marketing research -Appendix - Glossary - Index.
027369474X (pbk.) 9780273694748
Marketing research.
658.83 / WIL