A Management Guide To Market Research (macmillan Studies In Marketing Management)

Front Matter....Pages i-vii Introduction....Pages 1-5 Front Matter....Pages 7-7 The Raw Material of Market Research....Pages 9-28 Surveys and Samples....Pages 29-42 An Introduction to Quantitative Methods for the Mathematically Unenthusiastic....Pages 43-65 An Introduction to the Theory of Sampling....Pages 66-78 Behavioural Techniques in Market Research....Pages 79-88 The Concepts of Business Forecasting....Pages 89-110 Market Research Abroad....Pages 111-120 Front Matter....Pages 121-121 Some Preliminary Considerations....Pages 123-130 The Structure of the Market Research Survey....Pages 131-165 Conclusions....Pages 166-167 Back Matter....Pages 168-173 Textbook on the techniques of market study and marketing management - treats essentially the methodology of data analysis in market research. Bibliography. Pp. 169 and 170