Product Description

This 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 the handbook is to provide you with a short-cut to experience and knowledge on all key techniques by presenting contributions that have been written by the industry's leading market research practitioners. This second edition of the comprehensive guide has a highly practical approach. It covers everything 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; and the impact of the Internet on research techniques.

Product Details

• Amazon Sales Rank: #255225 in Books
• Published on: 2002-08-03
• Original language: English
• Number of items: 1
• Binding: Paperback
• 594 pages

International Journal of Market Research
"A comprehensive and well-produced handbook...a welcome and valuable addition to marketing research literature"

From the Author
A new edition with many new techniques included
This new edition has some interesting chapters to develop market research skills. Quantitative research on the Internet and Researching TV and Radio provide some additional important techniques.

About the Author
About the Editor Robin Birn has been a marketing and market research practitioner for over 25 years. In 1985, Robin set up Strategy, Research and Action Ltd, which is now the largest international marketing research company for the map, atlas and travel-guide sector, and the book industry. He is a Fellow of the Market Research Society and is also the author of The Effective Use of Market Research (also published by Kogan Page), Using Research to Grow Your Business and Marketing for Publishers.