Marketing Research for Managers

<p>The purpose of <strong>Marketing Research for Managers</strong> is to enable managers to become more informed research users and buyers. The more managers know about how marketing research works, the more effective they can be in using it as a management tool. <br><br>This new edition of the text includes:<br><br>* The development of the "knowledge economy"<br>* Analysis of customer relationship management<br>* Comprehensive discussion of electronic techniques<br>* New and updated case studies and examples</p> Introducing market research; Getting started; Marketing research begins at home; 'Off the peg' research; 'Made to measure' research; How are the data collected?; Who provides the information?; How do you ask the questions?; Who asks the questions?; What happens to the answers?; How do you buy good research?; Using research in experiments; Business-to-business research; Using research in global markets; Using research in marketing decision-making; Where do you go from here?