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Book cover
  • Textbook
  • © 1999

Marketing Research

Authors:

  1. Chris West
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  • Covers theory and practice, but concentrates on the actual techniques
    Student centred approach with activities and exercises to test learning and understanding
    The author is a practising market researcher

Part of the book series: Professional Masters (Business) (PMB)

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Table of contents (21 chapters)

  1. Controlling the Research Process

    • Chris West
    Pages 201-205

  2. Research Ethics

    • Chris West
    Pages 206-211

  3. Back Matter

    Pages 212-219
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About this book

Marketing Research brings together the theory and practice of market research, covering everything from the basic techniques to recent developments in electronic data collection.
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Keywords

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About the author

CHRISTOPHER WEST is Managing Director of Marketing Intelligence Services, a marketing research and consultancy company. He writes and lectures extensively on marketing subjects and has edited two books, Marketing on a Small Budget and A Management Guide to Survival. He has also contributed articles to the Harvard Business Review, the Business Strategy Review and Financial Times. His lecturing activity has taken him throughout Europe and to the United States, South Africa, Singapore and Malaysia.
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