Marketing Research

ebook

By Mike Cant

cover image of Marketing Research

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This book is specially written for South Africanmarketing students to place specific marketingtopics in perspective. Introduces the basic aspects ofmarketing research in a comprehensive, practicaland accessible manner. Provides review questionsfor self-assessment and mini case studies to givefurther insight into issues covered.Contents include the following:

  • South African marketing researchenvironment
  • Types of research
  • Marketing research process
  • Evaluation of secondary data
  • Internet as a marketing research tool
  • Measurement concepts and questionnairedesign
  • Reporting research results
  • Marketing Research