The Consumer Market Research Handbook
3rd Edition
Published on 1. March 1988
Book
Paperback/Softback
840 pages
978-0-07-707075-5 (ISBN)
More details
Edition
3rd edition
Language
English
Place of publication
London
United Kingdom
Publishing group
McGraw-Hill Education - Europe
Target group
College/higher education
Professional and scholarly
Illustrations
78ill.
Dimensions
Height: 0 mm
Width: 0 mm
Thickness: 0 mm
Weight
1097 gr
ISBN-13
978-0-07-707075-5 (9780077070755)
Copyright in bibliographic data is held by Nielsen Book Services Limited or its licensors: all rights reserved.
Schweitzer Classification
Content
Part I: Techniques of Market Research.Desk Research.Qualitative Research and Motivation Research.Experimental Designs and Models.Sampling.Questionnaire Design.Interviewing and Field Control.Trade Research.Panel Research.Omnibus Surveys.Telephone, Mail and Other Techniques.Editing, Coding and Processing of Market Research Data.Statistics and Significance Testing.Multivariate Analysis of Market Research Data.Part II: Use of Consumer Market Research.Segmenting and Constructing Markets.Research for New Product Development.Advertising Research.Packaging Research.Research on `Below the Line' Expenditure.Market Testing and Experimentation.Market Modeling.Corporate Image Research.Market Research in the Financial Field.International Market Research.Print Media Research.Television Media Research.Radio, Outdoor and Cinema Research.