Marketing research /
Crisp, Richard D.
Marketing research / Richard D. Crisp. - New York, N.Y. : McGraw-Hill, 1957. - 758 páginas : ilustraciones a blanco y negro ; 24 cm. - McGraw-Hill. Series in advertising and selling .
Preface, vii -- 1. Introduction to the marketing research process Vii -- Chapter 1. Nature and Scope of Marketing Research, 1 -- Chapter 2. The Organization of Marketing Research Activities, 20 -- Chapter 3. The Marketing-problem Base of Marketing Research, 44 -- Chapter 4. Introduction to the Problem-solving Process in Marketing, 69 -- II. The technique tools of marketing research, 93 -- Chapter 5. Introduction to Sampling in Marketing Research, 93 -- Chapter 6. Analysis of Internal Data, 127 -- Chapter 7. Locating and Evaluating Available Data from External Sources, 159 -- Chapter 8. The Survey Technique, 179 -- Chapter 9. The Use of Panels in Marketing Research, 209 -- Chapter 10. Observation and Experiment in Marketing Research, 228 -- Chapter 11. Practical Aspects of Sampling in Marketing Research Practice, 244 -- III. Steps in the marketing research process. 283 -- Chapter 12. Defining and Refining the Problem: Introduction, 283 -- Chapter 13. Defining and Refining the Problem (Continued): Informal Investigation, 309 -- Chapter 14. Developing the Research Plan, 333 -- Chapter 15. Executing the Research Plan, 361 -- Chapter 16. Analysis and Interpretation of Marketing Research Data: Introduction, 394 -- Chapter 17. Analysis and Interpretation of Marketing Research Data (Continued), 422 -- Chapter 18. Preparation of Research Reports, 452 -- IV. Major areas of research application in marketing, 481 -- Chapter 19. Sales Forecasting, 481 -- Chapter 20. Determining the Size and Characteristics of the Market for a Product, 510 -- Chapter 21. Estimating Territorial Sales Potentials and Measuring Territorial Variations in Sales Effectiveness, 534 -- Chapter 22. Product Research, 559 -- Chapter 23. New-product Development, 581 -- Chapter 24. Advertising Research, 605 -- Chapter 25. Test Marketing, 640 -- Chapter 26. Qualitative and "Motivational" Research, 662 -- V. Research in nonmanufacturing organizations, 699 -- Chapter 27. Marketing Research by Retailers, Wholesalers, and Other Service Organizations, 699 -- Chapter 28. Marketing' Research by Trade Associations and other Mutual-interest Groups, 719 -- Chapter 29. Marketing Research by Advertising Agencies and Advertising media, 740 -- Chapter 30. Consultants in Marketing Research Practice, 758 -- Appendix. Suggestions for Supplementary Reading, 777 -- Case Index, 785 -- Name Index, 787 -- Subject Index, 791.
Estudios de mercado.
HF 5415 .2 .C7 1957
Marketing research / Richard D. Crisp. - New York, N.Y. : McGraw-Hill, 1957. - 758 páginas : ilustraciones a blanco y negro ; 24 cm. - McGraw-Hill. Series in advertising and selling .
Preface, vii -- 1. Introduction to the marketing research process Vii -- Chapter 1. Nature and Scope of Marketing Research, 1 -- Chapter 2. The Organization of Marketing Research Activities, 20 -- Chapter 3. The Marketing-problem Base of Marketing Research, 44 -- Chapter 4. Introduction to the Problem-solving Process in Marketing, 69 -- II. The technique tools of marketing research, 93 -- Chapter 5. Introduction to Sampling in Marketing Research, 93 -- Chapter 6. Analysis of Internal Data, 127 -- Chapter 7. Locating and Evaluating Available Data from External Sources, 159 -- Chapter 8. The Survey Technique, 179 -- Chapter 9. The Use of Panels in Marketing Research, 209 -- Chapter 10. Observation and Experiment in Marketing Research, 228 -- Chapter 11. Practical Aspects of Sampling in Marketing Research Practice, 244 -- III. Steps in the marketing research process. 283 -- Chapter 12. Defining and Refining the Problem: Introduction, 283 -- Chapter 13. Defining and Refining the Problem (Continued): Informal Investigation, 309 -- Chapter 14. Developing the Research Plan, 333 -- Chapter 15. Executing the Research Plan, 361 -- Chapter 16. Analysis and Interpretation of Marketing Research Data: Introduction, 394 -- Chapter 17. Analysis and Interpretation of Marketing Research Data (Continued), 422 -- Chapter 18. Preparation of Research Reports, 452 -- IV. Major areas of research application in marketing, 481 -- Chapter 19. Sales Forecasting, 481 -- Chapter 20. Determining the Size and Characteristics of the Market for a Product, 510 -- Chapter 21. Estimating Territorial Sales Potentials and Measuring Territorial Variations in Sales Effectiveness, 534 -- Chapter 22. Product Research, 559 -- Chapter 23. New-product Development, 581 -- Chapter 24. Advertising Research, 605 -- Chapter 25. Test Marketing, 640 -- Chapter 26. Qualitative and "Motivational" Research, 662 -- V. Research in nonmanufacturing organizations, 699 -- Chapter 27. Marketing Research by Retailers, Wholesalers, and Other Service Organizations, 699 -- Chapter 28. Marketing' Research by Trade Associations and other Mutual-interest Groups, 719 -- Chapter 29. Marketing Research by Advertising Agencies and Advertising media, 740 -- Chapter 30. Consultants in Marketing Research Practice, 758 -- Appendix. Suggestions for Supplementary Reading, 777 -- Case Index, 785 -- Name Index, 787 -- Subject Index, 791.
Estudios de mercado.
HF 5415 .2 .C7 1957