Research Catalog

Title

Consumer market research handbook / editors, Robert M. Worcester, John Downham.

Publication

New York : Van Nostrand Reinhold Co., c1978.

Items in the Library & Off-site

Holdings

Details

Additional Authors

• Downham, John.
• Worcester, Robert M.

Description

viii, 739 p. : ill.; 24 cm.

Subject

Marketing research

Bibliography (note)

• Includes bibliographical references and index.

Processing Action (note)

• committed to retain

Contents

Desk research / Nigel Newson-Smith -- Qualitative research and motivation researcEnglandh / Peter Sampson -- Experimental designs and models / James Rothman -- Sampling / Martin Collins -- Questionnaire design / Jean Morton-Williams -- Interviewing and field control /John F. Drakeford -- Trade research /Brian Hughes -- Panel research / John Parfitt -- Omnibus surveys / J.P.H. Kendall -- Telephone, mail and other techniques / Leonard England -- Coding, editing, and processing of market research data / G.W. Roughton -- Statistics and significance testing / Paul Harris -- Multivariate analysis of market research data / C. Holmes -- Segmenting and constructing markets / Tony Lunn -- Research for new product development / Colin Greenhalgh -- Advertising research / Mark Lovell -- Packaging research and name testing / William Schlackman and David Chittenden -- Research on 'below the line' expenditure / Martin Simmons -- Market testing and experimentation / John Davis -- Consumer modelling / Tony Lunn -- Corporate image research / Robert M. Worcester -- Market research in the financial field / Michael Burrows -- International market research / John Downham -- Print media research / Michael Brown -- Television media research / W.A. Twyman -- Radio, outdoor and cinema research / Frank Teer.

ISBN

0442302371

LCCN

^^^78006925^

Owning Institutions

Harvard Library