Product Description

The 7th edition of this well-established marketing research text is thoroughly revised and updated and offers readers comprehensive coverage of the principal techniques and applications of marketing research. With sound theoretical and practical guidance relevant to a wide range of today’s marketing problems and opportunities, the book covers both qualitative and quantitative research methodologies in the depth required to fully appreciate the many facets of marketing research.

Product Details

• Amazon Sales Rank: #154656 in Books
• Published on: 2004-11-01
• Original language: English
• Binding: Paperback
• 496 pages

From the Publisher
New integrated coverage of computerized marketing research, including the impact of the Internet and E-mail
New Key Points boxes summarising the text at regular intervals integrated into each chapter
New colour text design clarifies illustrations and figures and highlights the text
6 new mini cases integrated in the text
6 new long cases at the end of the text have been added to illustrate real world examples, featuring organisations such as Tesco and London Underground
Website support with resources for lecturers and students

About the Author
Peter Chisnall is the author of several marketing texts and has held senior academic appointments at Manchester Business School and Dublin City University. He has extensive practical experience in management and consultancy, and is a member of the Chartered Institute of Marketing.

Customer Reviews

Not very helpful
I'm at uni studying Marketing and used this book for studying. It is very large and long-winded. Many chapters are huge chunks of text that I would have preffered to see in smaller bits with sub-headings. There is also very limited help on the companion website, other books I have used come with an interactive website. It is a rather dull read!