Slanted toward practical applications, this successor to Ferber's "Handbook of Marketing Research" places the full problem-solving power of today's marketing research practices in the hands of marketing decision-makers. Each of the 55 chapters is contributed by a leading practitioner in a particular subject area specialty. The "handbook" features explanations of such sophisticated but essential topics as inferential statistics and cluster analysis. It aims to provide recent information on fast-emerging techniques like lifestyle and geodemographic research, focus groups, international marketing research and litigation. This book should help readers design an optimal research effort, gather useful data, accurately interpret the results, and then build this knowledge into results-yielding sales and advertising campaigns.
- ISBN10 0070304971
- ISBN13 9780070304970
- Publish Date 1 October 1992
- Publish Status Out of Print
- Out of Print 15 September 2009
- Publish Country US
- Publisher McGraw-Hill Education - Europe
- Imprint McGraw-Hill Inc.,US
- Format Hardcover
- Pages 768
- Language English