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- catalog abstract "A.B. Blankenship and George E. Breen State-of-the-Art Marketing Research is a comprehensive, all-in-one resource for planning, conducting, and applying technology-driven marketing research. Clear, concise, and authoritative, Al Blankenship and George Breen's book describes the technologies and techniques that have revolutionized the entire discipline and day-to-day practice of marketing research. Written for management or marketing executives who must direct or communicate with researchers and for the researcher working with marketing staff, this book leads step by step through the planning and development of research studies: defining marketing problems, preparing a research plan and proposal, selecting secondary and primary research methods, sampling, developing the questionnaire, using focus groups, presenting research results, applying research results to marketing problems, and making research-based strategy decisions. Drawing on examples from consumer products and services, retail, business and industrial research, this book treats research as a key marketing strategy, integral to the planning strategies of the entire organization. An essential guide to cutting-edge techniques that takes the mystery out of today's marketing research.".
- catalog contributor b4593868.
- catalog contributor b4593869.
- catalog created "c1993.".
- catalog date "1993".
- catalog date "c1993.".
- catalog dateCopyrighted "c1993.".
- catalog description "A.B. Blankenship and George E. Breen State-of-the-Art Marketing Research is a comprehensive, all-in-one resource for planning, conducting, and applying technology-driven marketing research. Clear, concise, and authoritative, Al Blankenship and George Breen's book describes the technologies and techniques that have revolutionized the entire discipline and day-to-day practice of marketing research. Written for management or marketing executives who must direct or communicate with researchers and for the researcher working with marketing staff, this book leads step by step through the planning and development of research studies: defining marketing problems, preparing a research plan and proposal, selecting secondary and primary research methods, sampling, developing the questionnaire, using focus groups, presenting research results, applying research results to marketing problems, and making research-based strategy decisions. Drawing on examples from consumer products and services, retail, business and industrial research, this book treats research as a key marketing strategy, integral to the planning strategies of the entire organization. An essential guide to cutting-edge techniques that takes the mystery out of today's marketing research.".
- catalog description "Includes bibliographical references and index.".
- catalog description "What is state-of-the-art marketing research? -- Basic methods of gathering information -- Two basic research systems -- Defining the marketing problem -- Preparing the research plan and proposal -- Using outside assistance -- Choosing the method of collecting data -- Selecting the sampling methods -- Developing the questionnaire -- Using focus groups -- Summarizing results -- Presenting research results -- The use of overall marketing measurements : decision making about the marketing mix -- Specific studies for specific marketing decisions -- Marketing segmentation -- Using the customer/prospect database -- Other applications for marketing firms -- Applications for advertising media.".
- catalog extent "xi, 579 p. :".
- catalog identifier "0844234575 (NTC Business Books)".
- catalog issued "1993".
- catalog issued "c1993.".
- catalog language "eng".
- catalog publisher "Chicago, Ill. : American Marketing Association ; Lincolnwood, Ill. : NTC Business Books,".
- catalog subject "658.8/3 20".
- catalog subject "HF5415.2 .B555 1992".
- catalog subject "Marketing research.".
- catalog tableOfContents "What is state-of-the-art marketing research? -- Basic methods of gathering information -- Two basic research systems -- Defining the marketing problem -- Preparing the research plan and proposal -- Using outside assistance -- Choosing the method of collecting data -- Selecting the sampling methods -- Developing the questionnaire -- Using focus groups -- Summarizing results -- Presenting research results -- The use of overall marketing measurements : decision making about the marketing mix -- Specific studies for specific marketing decisions -- Marketing segmentation -- Using the customer/prospect database -- Other applications for marketing firms -- Applications for advertising media.".
- catalog title "State of the art marketing research / A.B. Blankenship, George Edward Breen.".
- catalog type "text".