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

By: Contributor(s): Material type: TextTextPublication details: Homewood, Illinois : R.D. Irwin, Inc., c1981Edition: Fifth EditionDescription: xiv, 693 pages : illustrations ; 25 cmISBN:
  • 256025304
Subject(s): LOC 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.
Item type: Books
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Holdings
Item type Current library Home library Collection Call number Copy number Status Date due Barcode
Books Books National University - Manila LRC - Annex Relegation Room Marketing Management GC HF 5415.2 .B69 1981 (Browse shelf(Opens below)) c.1 Available NULIB000005953

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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