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Marketing Research for Managers
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Table of Contents

Introducing market research; Getting started; Marketing research begins at home; 'Off the peg' research; 'Made to measure' research; How are the data collected?; Who provides the information?; How do you ask the questions?; Who asks the questions?; What happens to the answers?; How do you buy good research?; Using research in experiments; Business-to-business research; Using research in global markets; Using research in marketing decision-making; Where do you go from here?

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* Highly practical and informative * New material which highlights the impact of new technology * New case studies and examples

About the Author

Principal Lecturer and former Head of Marketing at the University of Greenwich Business School. He is an examiner and senior consultant with the Institute of Direct Marketing and a tutor and former examiner in International Marketing at the Chartered Institute of Marketing.

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