TY  - BOOK
AU  - Bradley,Ute
TI  - Applied marketing and social research
SN  - 0471913561 :
U1  - 658.8/3 
PY  - 1987///
CY  - Chichester, New York
PB  - Wiley
KW  - Marketing research
KW  - Great Britain
N1  - 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
N2  - 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
ER  -