Authors:

Chris West

Chris West

View author publications

You can also search for this author in PubMed Google Scholar

Covers theory and practice, but concentrates on the actual techniques
Student centred approach with activities and exercises to test learning and understanding
The author is a practising market researcher

Part of the book series: Professional Masters (Business) (PMB)

2827 Accesses
10 Citations

This is a preview of subscription content, log in via an institution to check for access.

Table of contents (21 chapters)

Front Matter

Pages i-xvi

PDF
Introduction
- Chris West
Pages 1-10
Knowledge-based Marketing
- Chris West
Pages 11-14
Marketing Information and Knowledge Management
- Chris West
Pages 15-22
Defining Marketing Information Needs
- Chris West
Pages 23-39
Structure of Research Activity
- Chris West
Pages 40-51
Internal and Secondary Information Sources
- Chris West
Pages 52-61
Sampling
- Chris West
Pages 62-73
Target Marketing and Market Classification Systems
- Chris West
Pages 74-78
Questionnaires
- Chris West
Pages 79-91
Conventional Primary Research Techniques
- Chris West
Pages 92-101
Electronic Data Collection
- Chris West
Pages 102-108
Market Research on the Internet
- Chris West
Pages 109-137
The Research Mix
- Chris West
Pages 138-147
International Research
- Chris West
Pages 148-156
Analysis of Findings
- Chris West
Pages 157-170
Reporting Findings
- Chris West
Pages 171-181
The Research Brief
- Chris West
Pages 182-187
Identifying Suitable Research Resources
- Chris West
Pages 188-196
Selecting Research Consultants
- Chris West
Pages 197-200

About this book

Marketing Research brings together the theory and practice of market research, covering everything from the basic techniques to recent developments in electronic data collection.

Keywords

About the author

CHRISTOPHER WEST is Managing Director of Marketing Intelligence Services, a marketing research and consultancy company. He writes and lectures extensively on marketing subjects and has edited two books, Marketing on a Small Budget and A Management Guide to Survival. He has also contributed articles to the Harvard Business Review, the Business Strategy Review and Financial Times. His lecturing activity has taken him throughout Europe and to the United States, South Africa, Singapore and Malaysia.

Bibliographic Information

Book Title: Marketing Research
Authors: Chris West
Series Title: Professional Masters (Business)
DOI: https://doi.org/10.1007/978-1-349-14681-9
Publisher: Red Globe Press London
eBook Packages: Palgrave Business & Management Collection, Business and Management (R0)
Copyright Information: Macmillan Publishers Limited 1999
Edition Number: 1
Number of Pages: XVI, 240
Additional Information: Previously published under the imprint Palgrave
Topics: Market Research/Competitive Intelligence

Publish with us

Policies and ethics