Essentials of marketing research /
Tony Proctor
- 3rd
- England: Prentice Hall, 1997.
- viii, 560 p. : ill. ; 25 cm.
Includes index.
Contents: The Nature of marketing research -- Planning the research project -- Secondary data -- Sampling -- Surveys -- Measurement and scaling -- Questionaires -- Qualitative research -- Observations and experiments -- Quantitative data analysis -- Evaluating, reports and presentation -- Applied marketing research -- Marketing research settings: business-to-business, services and internal marketing -- Global marketing research -- Marketing decision-support systems.