The International Handbook of Market Research Techniques
By (author) Robin Birn
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International Handbook of Market Research Techniques by Robin Birn
Book DescriptionThe International Handbook of Market Research Techniques is a major text for all levels of marketing professionals and market researchers. It presents market research techniques that have been developed and polished for over four decades. The aim of this handbook is to provide you with a shortcut to experience and knowledge on all key techniques by presenting contributions that have been written by the industry's leading market research practitioners. This comprehensive and practical second edition of The International Handbook of Market Research Techniques covers everything needed from market research survey planning and quantitative research over the Internet to geodemographics, analysis, modelling and report writing. The major areas covered include - Preparation - Data collection - Communications, advertising, the media and the internet - Analysis and modelling - Presenting the results - The impact of the internet on research techniques This is a key text for research practitioners as well as for students of business, marketing or professional qualifications, which will be referred to again and again by serious market research practitioners.
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Book DetailsISBN: 9780749438654
(235mm x 152mm x 46mm)
Imprint: Kogan Page Ltd
Publisher: Kogan Page Ltd
Publish Date: 3-Aug-2002
Country of Publication: United Kingdom
Books By Author Robin Birn
Effective Use of Market Research, Paperback (March 2004)
Explains: how to develop representative samples; data protection legislation; and the professional ethics incorporated in the MRS Code of Conduct. This book looks at the circumstances in which market research is necessary, and explains what management can expect to gain from research.
Market Research, Paperback (December 2001)
Covers key market research techniques, from asking the right questions and using statistics to analysing data and acting on the information. This title includes examples and lessons from benchmark companies in publishing, consumer goods, brewing and others. It also includes a glossary of key concepts and a comprehensive resources guide.
Marketing in Publishing, Paperback (June 1997)» View all books by Robin Birn
Offers a wealth of practical information on creative strategies to increase book sales in a competitive and rapidly changing marketplace and gives expert guidance on different elements of the marketing process.
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Author Biography - Robin Birn
Robin Birn has been a marketing and market research practitioner for over 25 years. In 1985, Robin set up Strategy, Research and Action Ltd, which is now the largest international marketing research company for the map, atlas and travel guide sector, and the book industry. He is a Fellow of the Market Research Society and is also the author of The Effective Use of Market Research (also published by Kogan Page).
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