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Informationen zum Autor Sunny Crouch, Matthew Housden Klappentext Third edition. *Also appeared in June 2002 Buyer's Notes* Zusammenfassung Aims to enable managers to become more informed research users and buyers. This edition of the text includes: the development of the "knowledge economy"; analysis of customer relationship management; comprehensive discussion of electronic techniques; and, case studies and examples. Inhaltsverzeichnis Introducing market research; Getting started; Marketing research begins at home; 'Off the peg' research; 'Made to measure' research; How are the data collected?; Who provides the information?; How do you ask the questions?; Who asks the questions?; What happens to the answers?; How do you buy good research?; Using research in experiments; Business-to-business research; Using research in global markets; Using research in marketing decision-making; Where do you go from here?
List of contents
Introducing market research; Getting started; Marketing research begins at home; 'Off the peg' research; 'Made to measure' research; How are the data collected?; Who provides the information?; How do you ask the questions?; Who asks the questions?; What happens to the answers?; How do you buy good research?; Using research in experiments; Business-to-business research; Using research in global markets; Using research in marketing decision-making; Where do you go from here?
Summary
Aims to enable managers to become more informed research users and buyers. This edition of the text includes: the development of the "knowledge economy"; analysis of customer relationship management; comprehensive discussion of electronic techniques; and, case studies and examples.
