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Marketing Research for Managers
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Table of Contents

Introducing market research; Getting started; Marketing research begins at home; 'Off the peg' research; 'Made to measure' research; How are the data collected?; Who provides the information?; How do you ask the questions?; Who asks the questions?; What happens to the answers?; How do you buy good research?; Using research in experiments; Business-to-business research; Using research in global markets; Using research in marketing decision-making; Where do you go from here?

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* Highly practical and informative * New material which highlights the impact of new technology * New case studies and examples

About the Author

Sunny Crouch, Matthew Housden

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