Practical marketing research : an integrated global perspective / Neil Bruce Holbert, Mark W. Speece



Digitised Book 216.73.216.191 (0)

1993

Practical marketing research : an integrated global perspective / Neil Bruce Holbert, Mark W. Speece

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Information About

This text has been written to reintegrate the marketing into marketing research. It combines academic soundness and business realities to explain what marketing research really is, why it is often contradictory in nature, how it moves from data to information, what the stages and the tools are, and then what we do with it all.

Subjects

Marketing research

Categories

Research and Development

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Additional Details

Title
Practical marketing research : an integrated global perspective / Neil Bruce Holbert, Mark W. Speece
Creators
  • Holbert, Neil, 1931-
Subject
  • Marketing research
Publisher
  • Simon & Schuster, 1993
  • National Library Board Singapore, 1993
Contributors
  • Speece, Mark W.
Digital Description
application/pdf, ill.
Table of Contents
  • pt. I. What is marketing research? 1. Marketing research: nature, unity, diversity, and blend. 2. What's it B-A-S-I-C-ally all about? -- pt. II. The process of marketing research. 3. Identifying the problem and planning the research. 4. The two roads and the "backward" approach. 5. Research design. 6. Answers without questions. 7. Questions and answers... -- pt. III. Varieties of marketing research...
Copyright
  • All Rights Reserved. National Library Board Singapore 2009.