Marketing for the Non-Marketing Manager Part IV

Marketing Research

par Samuel A. Malone
:
( 0 )
40 pages
Langue:
 English
Non-marketing managers need to understand how marketing research is used in the marketing process to determine market size and customer needs and wants. This book fills that need.
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Description
Content

This is the fourth and final book in a series on marketing. Non-marketing managers need to understand how marketing research is used in the marketing process to determine market size and customer needs and wants. They should understand the difference between quantitative and qualitative research and between desk research and field research. They should be acquainted with the various methods of sampling used in marketing research and about the major role that questionnaires play in the collection of data. This book fills that need.

About the author

Samuel A Malone is a self-employed training consultant, lecturer and author. He is the author of 21 books published in Ireland, the UK and abroad on learning, personal development, study skills and business management.  Some of his books have gone into foreign translations and second editions. He has an M.Ed. with distinction (in training and development) from the University of Sheffield and is a qualified Chartered Management Accountant (ACMA), Chartered Global Management Accountant (CGMA) and a Chartered Secretary (ACIS). He is a fellow of the Irish Institute of Training and Development (FIITD).

  • Introduction
  • Acknowledgements
  • About the Author
  1. Marketing research
    1. Marketing research
    2. The scope of marketing research
    3. Product research
    4. The sources of marketing research information
    5. Difference between quantitative and qualitative research
    6. Desk research involves collecting data from the following sources
    7. Field research and primary data
    8. Probability Sampling
    9. Non-probability sampling
    10. Potential faults in a sampling exercise
    11. Methods of obtaining a sample
    12. Questionnaires
    13. Consumer panels: test panels
    14. Trade audits or retail audits
    15. Pre-testing and post testing
  • References and bibliography