- Paperback: 496 pages
- Publisher: Financial Times/ Prentice Hall; 5 edition (22 Feb 2000)
- Language English
- ISBN-10: 0130117536
- ISBN-13: 978-0130117533
- Product Dimensions: 24.4 x 17.8 x 3.4 cm
- Average Customer Review: 2.0 out of 5 stars See all reviews (1 customer review)
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Amazon Bestsellers Rank:
164,337 in Books (See Top 100 in Books)
- #49 in Books > Business, Finance & Law > Sales & Marketing > Market Research
- #59 in Books > Business, Finance & Law > Sales & Marketing > Research
- See Complete Table of Contents
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Product Description
Product Description
The Marketing Research Process is an invaluable introduction to marketing research. The authors and leading market research practitioners have achieved a textbook that focuses on the process of conducting successful market research. The student is guided through this process in a logical and systematic way commencing with initial exploratory research and ending with media selection, planning and monitoring.
In addition to this the European based examples and up-to-date nature of the book have ensured its popularity throughout four editions.This fifth edition has been updated to take account of changes within the dynamic marketing environment. Specifically there is greater coverage of:
· the impact of information technology and database marketing on the market research industry;
· business to business marketing research with an entirely new chapter devoted to this important topic;
· the international dimensions of marketing research.The Marketing Research Process has long been regarded as a practical text for marketing research. This new edition includes recent case material and end of chapter questions designed to test students' understanding. The book provides a sound foundation for the students of marketing research on degree programmes in universities and for those studying on professional courses in market research from the Market Research Society and the Chartered Institute of Marketing.
In addition to this the European based examples and up-to-date nature of the book have ensured its popularity throughout four editions.This fifth edition has been updated to take account of changes within the dynamic marketing environment. Specifically there is greater coverage of:
· the impact of information technology and database marketing on the market research industry;
· business to business marketing research with an entirely new chapter devoted to this important topic;
· the international dimensions of marketing research.The Marketing Research Process has long been regarded as a practical text for marketing research. This new edition includes recent case material and end of chapter questions designed to test students' understanding. The book provides a sound foundation for the students of marketing research on degree programmes in universities and for those studying on professional courses in market research from the Market Research Society and the Chartered Institute of Marketing.
From the Back Cover
The Marketing Research Process is an invaluable introduction to marketing research. The authors and leading market research practitioners have achieved a textbook that focuses on the process of conducting successful market research. The student is guided through this process in a logical and systematic way commencing with initial exploratory research and ending with media selection, planning and monitoring.
In addition to this the European based examples and up-to-date nature of the book have ensured its popularity throughout four editions.
This fifth edition has been updated to take account of changes within the dynamic marketing environment. Specifically there is greater coverage of-
· the impact of information technology and database marketing on the market research industry;
· business to business marketing research with an entirely new chapter devoted to this important topic;
· the international dimensions of marketing research.
The Marketing Research Process has long been regarded as a practical text for marketing research. This new edition includes recent case material and end of chapter questions designed to test students' understanding. The book provides a sound foundation for the students of marketing research on degree programmes in universities and for those studying on professional courses in market research from the Market Research Society and the Chartered Institute of Marketing.
Len Tiu Wright is a Senior Lecturer in Marketing at the Business School, Keele University. She has researched widely in Japan, South East Asia, Europe and North America and has presented papers at national and international conferences for over a decade. Some of these have been given best paper conference awards. Her writings have appeared in other publications such as books and both American and European academic journals. Len Tiu has guest-edited for a number of academic journals in the UK and abroad. She is the Editor of the Qualitative Market Research - An International Journal, an MCB publication.
The late Margaret Crimp was an independent marketing consultant with many years' experience in practice and teaching.
In addition to this the European based examples and up-to-date nature of the book have ensured its popularity throughout four editions.
This fifth edition has been updated to take account of changes within the dynamic marketing environment. Specifically there is greater coverage of-
· the impact of information technology and database marketing on the market research industry;
· business to business marketing research with an entirely new chapter devoted to this important topic;
· the international dimensions of marketing research.
The Marketing Research Process has long been regarded as a practical text for marketing research. This new edition includes recent case material and end of chapter questions designed to test students' understanding. The book provides a sound foundation for the students of marketing research on degree programmes in universities and for those studying on professional courses in market research from the Market Research Society and the Chartered Institute of Marketing.
Len Tiu Wright is a Senior Lecturer in Marketing at the Business School, Keele University. She has researched widely in Japan, South East Asia, Europe and North America and has presented papers at national and international conferences for over a decade. Some of these have been given best paper conference awards. Her writings have appeared in other publications such as books and both American and European academic journals. Len Tiu has guest-edited for a number of academic journals in the UK and abroad. She is the Editor of the Qualitative Market Research - An International Journal, an MCB publication.
The late Margaret Crimp was an independent marketing consultant with many years' experience in practice and teaching.
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Customer Reviews
Most Helpful Customer Reviews
4 of 8 people found the following review helpful
Format:Paperback
An informative textbook but written in a very dry style. It is hard to read, and hard to understand such dense humourless and inhuman prose. Perhaps the authors will be reincarnated as robots or barcodes. I think that this work may be a useful second textbook, but as a primary work it will put you off the subject and you may end up throwing yourself through a plate glass window, screaming about man's inhumanity to man.
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