Market research in practice : an introduction to gaining greater market insight / Paul Hague, Matthew Harrison, Julia Cupman and Oliver Truman [Texto impreso]
Contributor(s): Harrison, Matthew
| Cupman, Julia | Truman, Oliver | Hague, PaulSeries: (Market research in practice series)Publisher: London, etc. : Kogan Page, 2016Edition: Third editionDescription: xviii, 382 p. : ol. bl. y ng. ; 24 cmISBN: 978-0-7494-7585-7Other title: Introduction to gaining greater market insightSubject(s): Marketing -- Investigación| Item type | Current location | Collection | Call number | Status | Date due | Barcode | Course reserves |
|---|---|---|---|---|---|---|---|
Libro
|
Biblioteca Universidad Europea del Atlántico Fondo General | No ficción | 658.8 MAR | Available | 3543 |
Incluye bibliografía e índice
1. Introduction ;
2. Market research design ;
3. Uses of market research ;
4. Qualitative research ;
5. Desk research ;
6. Focus groups ;
7. Depth interviewing ;
8. Observation and ethnography ;
9. Quantitative research ;
10. Sampling and statistics ;
11. Questionnaire design ;
12. Face-to-face interviewing ;
13. Telephone interviewing ;
14. Self-completion questionnaires ;
15. Online surveys ;
16. Data analysis ;
17. Using market research to segment markets;
18. Using market research to improve a brand position ;
19. Using market research to improve customer satisfaction ;
20. Using market research to achieve optimum pricing ;
21. Using market research to enter a new market ;
22. Using market research to test advertising effectiveness ;
23. Using market research to launch a new product ;
24. Reporting ;
25.International market reseach ;
26. Research trends ;
27. Ethics in market research.