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Marketing research : text and cases / Harper W. Boyd, Ralph L. Westfall, and Stanley F. Stasch

By: Boyd, Harper W [author]Contributor(s): Westfall, Ralph L [co-author] | Stasch, Stanley F [co-author]Material type: Text

TextPublication details: Illinois : R.D. Irwin, c1981Edition: Fifth EditionDescription: xiv, 693 pages : illustrations ; 25 cmISBN: 0256025304Subject(s): MARKETING RESEARCH | MARKETING RESEARCH -- CASE STUDIESLOC classification: HF 5415.2 .B69 1981

Contents:

Part I. Introduction to marketing research -- Part II. Basic concepts -- Part III. The Marketing research process -- Part IV. Selected application of marketing research.

Summary: In the 25 years since the first edition of this book was published, marketing research has grown tremendously. There has been a continued growth in the sophistication of the statistical methods used, focus group interviews and other relatively unstructured techniques have had a resurgence, psychographic methods in market segmentation studies have grown more popular, and simulated sales models are now being used in new product development work. On the other hand, personal interviews in the home, long the backbone of marketing research, have declined in importance to be replaced by shopping center interviews and telephone surveys.

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Item type	Current library	Home library	Collection	Shelving location	Call number	Status	Date due	Barcode
Books	LRC - Annex	National University - Manila	Marketing Management	Relegation Room	GC HF 5415.2 .B69 1981 (Browse shelf (Opens below))	Available		NULIB000005953

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Previous	GC HC 79 .T46 1986 c.2 Consumer mathematics /	GC HD 20.4 .W34 1975 Principles of management science, with applications to executive decisions /	GC HD 9505 .C65 1987 Spud's dream : the story of how a Canadian mountain-man helped create a world class city /	GC HF 5415.2 .B69 1981 Marketing research : text and cases /	GC HF 5415.2 .B76 1980 Marketing research : a structure for decision making /	GC HF 5415.2 .D63 1982 Marketing research /	GC HF 5415.3 .M69 1987 Consumer behavior /	Next

Includes bibliographical references and index.

Part I. Introduction to marketing research -- Part II. Basic concepts -- Part III. The Marketing research process -- Part IV. Selected application of marketing research.

In the 25 years since the first edition of this book was published, marketing research has grown tremendously. There has been a continued growth in the sophistication of the statistical methods used, focus group interviews and other relatively unstructured techniques have had a resurgence, psychographic methods in market segmentation studies have grown more popular, and simulated sales models are now being used in new product development work. On the other hand, personal interviews in the home, long the backbone of marketing research, have declined in importance to be replaced by shopping center interviews and telephone surveys.

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