Applied marketing and social research /
Applied marketing and social research /
edited by Ute Bradley ; foreword by John Downham.
- 2nd ed.
- Chichester ; New York : Wiley, c1987.
- xvii, 488 p. : ill. ; 24 cm.
Includes bibliographies.
Introduction; The Contribution of Research to General Motors Corporate Communications Strategy in the UK; The Fresh Cream Cakes Market: The Use of Qualitative Research as Part of a Consumer Research Programme; Clover New Product Development; The Contribution of Research in the Development of the BBC's Computer Literacy Project; Assessing what is being Measured by a Readership Survey; Ad-hoc Pricing Research; Product Testing; A Cost Effective Use of Research to Evaluate Sales Promotions; The Tracking Study in Market Research; On-line Data Bases - Their Role in Information Retrieval; The Research Benefits of Scanning; Assessing the Effectiveness of Computer-Based Training; Multi- Country Research; Evaluating the Effectiveness of Anti-Drinking and Driving Advertising: Increasing the Cost Efficiency of Research; Developing a New Index of Crime: The British Crime Survey.
A collection of case studies which methodically explores major research techniques currently in use. These include qualitative research, attitude research, new product development, product testing and advertising research and trade-off techniques
0471913561 : $29.00 0471914754 (pbk.) : $14.00
Marketing research
Marketing research--Great Britain
658.8/3
Includes bibliographies.
Introduction; The Contribution of Research to General Motors Corporate Communications Strategy in the UK; The Fresh Cream Cakes Market: The Use of Qualitative Research as Part of a Consumer Research Programme; Clover New Product Development; The Contribution of Research in the Development of the BBC's Computer Literacy Project; Assessing what is being Measured by a Readership Survey; Ad-hoc Pricing Research; Product Testing; A Cost Effective Use of Research to Evaluate Sales Promotions; The Tracking Study in Market Research; On-line Data Bases - Their Role in Information Retrieval; The Research Benefits of Scanning; Assessing the Effectiveness of Computer-Based Training; Multi- Country Research; Evaluating the Effectiveness of Anti-Drinking and Driving Advertising: Increasing the Cost Efficiency of Research; Developing a New Index of Crime: The British Crime Survey.
A collection of case studies which methodically explores major research techniques currently in use. These include qualitative research, attitude research, new product development, product testing and advertising research and trade-off techniques
0471913561 : $29.00 0471914754 (pbk.) : $14.00
Marketing research
Marketing research--Great Britain
658.8/3