Enhanced descriptions from Syndetics:

The sixth edition of this established text provides a comprehensive yet concise introduction to the key concepts of marketing research. Fully revised and updated, this text takes a qualitative approach to contemporary practice in marketing research, covering developments in statistics software packages (SPSS). Taking on board the rapid changes in computerized research, and coverage of the Internet and email has been added. Presented in colour, the book introduces new case material to illustrate important concepts, and improved features such as key terms, study questions and chapter summaries encourage students to revise and test their understanding of each chapter. Supporting resources for lecturers and students are available at www.mcgraw-hill.co.uk/textbooks/chisnall.

Table of contents provided by Syndetics

• Part 1 General Introduction
• 1 Nature and Scope of Marketing Research
• Part 2 Basic Techniques
• 2 Methodologies of Marketing Research
• 3 Introduction to Sampling
• 4 Types of Sampling
• 5 Questionnaires
• 6 Interviewing
• 7 Qualitative Research and Attitude Research
• Part 3 Specific Research Applications
• 8 Continuous Marketing Research
• 9 Test Marketing
• 10 Advertising Research
• 1 Business to Business Research
• 12 International Marketing Research
• Part 4 Data Handling and Interpretation
• 13 Final Stages of the Survey
• Appendix 1 Sources of Secondary Data
• Appendix 2 Case Studies
• 1 How Tesco keeps the Customer Satisfied
• 2 Music Making in Britain
• 3 Qualitative Research in Ethnic Minority Communities in Britain
• 4 Mystery Shoppings Contribution to London Underground Investment Decisions
• 5 Market Research and Water Supply
• 6 Art Sponsorship: The Tate Gallery
• 7 Achieving Prestige Status: Audi's successful strategy
• 8 Regenerating a traditional family-based product
• 9 Cultural values and Asian markets
• 10 Perspectives on older consumers