Publisher's Synopsis
The International Handbook of Market Research Techniques is a major text for all levels of marketing professionals and market researchers. It presents market research techniques that have been developed and polished for over four decades. The aim of this handbook is to provide you with a shortcut to experience and knowledge on all key techniques by presenting contributions that have been written by the industry's leading market research practitioners.
This comprehensive and practical second edition of The International Handbook of Market Research Techniques covers everything needed from market research survey planning and quantitative research over the Internet to geodemographics, analysis, modelling and report writing. The major areas covered include
- Preparation
- Data collection
- Communications, advertising, the media and the internet
- Analysis and modelling
- Presenting the results
- The impact of the internet on research techniques
This is a key text for research practitioners as well as for students of business, marketing or professional qualifications, which will be referred to again and again by serious market research practitioners.
