Marketing Research Process

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Marketing and Advertising Strategies Consumer Behavior and Market Dynamics Business Strategies and Management Research

Abstract

Preface. Notes on Contributors. List of Tables, Figures and Boxes. 1. An Introduction to Marketing Research. 2. Exploring the Market and Data Search. 3. Research Design Procedure and Choices. 4. Sampling. 5. Questionnaire Design. 6. Spreadsheets in Marketing Research: The Essential Electronic Toolkit. 7. Segmenting Markets. 8. Marketing Research and The New Biographies. 9. Research Methodology and Interpretation for Developing a Brand. 10. Establishing the Brand Identity and Pre-Testing the Whole. 11. Modelling Techniques for Product Prediction and Planning. 12. Business-to-Business Research: Research Among Business People and Professionals. 13. Marketing Communications Research: Media Planning, Monitoring and Measuring. 14. Quantitative Research. 15. The International Marketing Research Process. Appendix 1. Access to Secondary Sources. Appendix 2. The Principles of Analysis. Appendix 3. Strategical Tests. Appendix 4. Market Research Society Publications. Glossary. Index.

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