Abstract
The issues to be addressed in Chapter 12 include:
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1
The role and nature of marketing research.
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2
The distinction between qualitative and quantitative research.
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3
Sources of data and methods of data collection.
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4
The analysis and reporting of data.
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5
Bayesian analysis as an aid to decision-making under conditions of uncertainty.
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Recommendations for Additional Reading
Bryan Carsberg, Economics of Business Decisions (Harmondsworth: Penguin Books, 1975).
Paul Goodwin and George Wright, Decision Analysis for Management Judgement (Chichester: John Wiley, 1991).
Mark R. Greene, ‘How to rationalise your marketing risks’, Harvard Business Review (May–June 1969).
John S. Hammond III, ‘Better decisions with preference theory’, Harvard Business Review (November–December 1967).
K.F. Jackson, The Art of Solving Problems (London: Teach Yourself Books, 1977).
P.G. Moore and H. Thomas, The Anatomy of Decisions (Harmondsworth: Penguin Books, 1976).
Philip A. Schedule Jr, ‘ROI for new product planning’. Harvard Business Review (November–December 1964).
D.S. Tull and G.S. Albaum, Survey Research: A Decisional Approach (Intertext Books, 1975).
Copyright information
© 1992 Michael J. Baker
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Baker, M.J. (1992). Marketing Research. In: Marketing Strategy and Management. Palgrave, London. https://doi.org/10.1007/978-1-349-22167-7_12
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DOI: https://doi.org/10.1007/978-1-349-22167-7_12
Publisher Name: Palgrave, London
Print ISBN: 978-0-333-57644-1
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