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State-of-the-art marketing research

Albert Breneman Blankenship 1914- George Edward Breen 1911- 1993

Available at GFC MSU Weaver Library  Stacks  (HF5415.2.B555 1993 )()

  • Title:
    State-of-the-art marketing research
  • Author: Albert Breneman Blankenship 1914-
  • George Edward Breen 1911-
  • Subjects: Marketing research
  • 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.
  • Publisher: Chicago, Ill. : American Marketing Association ; Lincolnwood, Ill. : NTC Business Books
  • Creation Date: 1993
  • Format: xi, 579 p. : ill. ; 25 cm..
  • Language: English
  • Identifier: ISBN0844234575 (NTC Business Books) :;ISBN0877572178 (casebound)
  • Institution Zone MMS ID: 991000878329703381$$I01TRAILS_CARROLL
    991000308209703376$$I01TRAILS_MSU_GFC
    994433763403367$$I01TRAILS_UM
  • Network Zone MMS ID: 9911782744103366
    9910165492303366
  • CKEY: 941676$$I01TRAILS_CARROLL
  • Source: 01TRAILS ALMA
    01TRAILS ALMA
    01TRAILS ALMA

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