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. 
<br/><br/>Includes bibliographies. 
<br/><br/>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. 
<br/><br/> 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 
<br/><br/><label>ISBN: </label>0471913561 :  $29.00 0471914754 (pbk.) :  $14.00 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing research<br/>Marketing research--Great Britain
<br/><br/><label>Dewey Class. No.: </label>658.8/3