Applied Marketing and Social Research
- ISBN-10
- 0471913561
- ISBN-13
- 9780471913566
- Category
- Business & Economics / Advertising & Promotion
- Pages
- 488
- Language
- English
- Published
- 1987-09-24
- Publisher
- Wiley
- Author
- Ute Bradley
Description
Marketing research is becoming increasingly sophisticated, and in many areas it is developing at an extremely rapid pace. A major feature of this development is increasing international co-operation--building decision support systems and pre-test market models, for instance. This edition incorporates the international link while following the basic intent of the first edition: to present authentic cases of research problems and solutions faced by businesses in the United Kingdom so that readers can compare approaches and apply them to a variety of marketing situations. The details and methodologies of each case are emphasised, making these cases relevant to a wider range of products for a longer period of time. Cases illustrate the value of marketing research for corporate decision-makers; the development of future strategies; the use of qualitative research in consumer research programs, including updated material on unstructured research; new product development; and much more. Also addresses the impact of information technology on marketing approaches. Each case is preceded by an introduction which illuminates major points and suggests areas for further study.
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