TY  - BOOK
AU  - Crisp, Richard D.
TI  - Marketing research
T2  - McGraw-Hill. Series in advertising and selling
AV  - HF 5415 .2 .C7 1957 
PY  - 1957///
CY  - New York, N.Y.
PB  - McGraw-Hill
KW  - Estudios de mercado
N1  - 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
ER  -