Marketing Research and Information 2006-2007

Front Cover
Routledge, 2006 - Business & Economics - 380 pages
Elsevier/Butterworth-Heinemann's 2006-2007 Official CIM Coursebook series offers you the complete package for exam success. Comprising fully updated Coursebook texts that are revised annually and independently reviewed. The only coursebooks recomended by CIM include free online access to the MarketingOnline learning interface offering everything you need to study for your CIM qualification.

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, where you can:

*Annotate, customise and create personally tailored notes using the electronic version of the Coursebook

*Search the Coursebook online for easy access to definitions and key concepts

*Access the glossary for a comprehensive list of marketing terms and their meanings

* Fully endorsed by CIM and independently reviewed
* Each text is crammed with a range of learning objectives, cases, questions, activities, definitions, study tips and summaries to support and test your understanding of the theory
* Contains past examination papers and examiners' reports to enable you to practise what has been learned and help prepare for the exam
 

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Contents

Unit 1 Introduction
1
Unit 2 Information in the knowledge economy
13
Unit 3 The marketing database
40
Unit 4 The marketing research process
71
Unit 5 Using secondary research
95
Unit 6 Observation research
109
Unit 7 Qualitative research
123
Unit 8 Quantitative data
144
Unit 9 Questionnaire design
162
Unit 10 Sampling
187
Unit 11 Quantitative data analysis
204
Unit 12 Presenting marketing research
221
Appendices
234
Index
377
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