CIM Coursebook 07/08 Marketing Research and Information

Front Cover
Routledge, Jun 25, 2012 - Business & Economics - 400 pages
BH CIM Coursebooks are crammed with a range of learning objective questions, activities, definitions and summaries to support and test your understanding of the theory.
The 07/08 editions contains new case studies which help keep the student up to date with changes in Marketing strategies.
Carefully structured to link directly to the CIM syllabus, this Coursebook is user-friendly, interactive and relevant. Each Coursebook is accompanied by access to MARKETINGONLINE (www.marketingonline.co.uk), a unique online learning resource designed specifically for CIM students which can be accessed at any time.
 

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Contents

Unit 1 Introduction
1
Unit 2 Information in the knowledge economy
13
Unit 3 The marketing database
39
Unit 4 The marketing research process
70
Unit 5 Using secondary research
96
Unit 6 Observation research
110
Unit 7 Qualitative research
124
Unit 8 Quantitative data
146
Unit 9 Questionnaire design
165
Unit 10 Sampling
191
Unit 11 Quantitative data analysis
208
Unit 12 Presenting marketing research
225
Appendices
238
Index
376
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