Researching Business Markets
Published on 30. June 1991
Book
Hardback
400 pages
978-0-7494-0421-5 (ISBN)
Description
Business marketing research appears to be the most rapidly expanding area of the market research sector. This handbook covers the techniques used in the field, their context within marketing strategy, organizational goals, and examines the most effective means for day-to-day management.
More details
Language
English
Place of publication
London
United Kingdom
Target group
College/higher education
Professional and scholarly
Illustrations
Illustrations
Dimensions
Height: 234 mm
Width: 156 mm
Weight
860 gr
ISBN-13
978-0-7494-0421-5 (9780749404215)
Copyright in bibliographic data is held by Nielsen Book Services Limited or its licensors: all rights reserved.
Schweitzer Classification
Content
Business marketing research (the new more realistic term for "industrial" marketing research) is the most rapidly expanding element of the MR sector, and is arguably the most sophisticated and demanding component of the marketing mix. Here, IMRA - the official body of the discipline, with some 3000 members - have produced in association with Kogan Page guide to the topic available, aiming to give both laymen and practitioners alike access to the complete field. The handbook covers the many individual techniques of the field, their context within marketing strategy and organizational goals, as well as examining the most effective means for their day-to-day management. It covers project preparation, interviewing skills in MR surveys, analysis and interpretation of qualitative and quantitative data, presenting results, acquisition research, market segmentation.