(BQ) Part 1 book "Essentials of marketing research" has contents: Nature of marketing research, planning the research project, decondary data, sampling, surveys, measurement and scaling, questionnaires, qualitative research, observation and experiment. | 0273694944_COVER 6/16/05 10:49 AM Page 1 . FOURTH EDITION Looking for a concise introduction to Market Research? Look no further. Tony Proctor’s Essentials of Marketing Research, 4e offers a streamlined, traditional introduction to all the major concepts of the field. He also discusses new developments, particularly in the areas of qualitative data analysis and marketing decision-support systems. “The simplicity of Proctor’s book differentiates it from other offerings in the marketplace. Many of my overseas students really find it an easy book to access and its straightforward approach is the key here.” Nigel Culkin, The Business School, University of Hertfordshire Ideal for undergraduates studying marketing research for the first time, MBA students, and anyone who seeks a basic understanding of the topic, Essentials of Marketing Research, 4e, strikes an excellent balance between different topics. NEW TO THIS EDITION! “There are many books on Marketing Research, but they rarely cover qualitative data analysis so well. This is one of the key reasons why I chose Proctor as an essential text. I could not manage without this chapter.” Dr. Jane Hemsley-Brown, School of Management, University of Surrey To access additional Learning Resources, including an Instructor’s Manual and Power Point Slides, visit . Tony Proctor, MA, MPhil, Phd, DipM, has had many years experience in the marketing research industry and is Professor in Marketing at the Chester Business School. He has also authored several books and articles on marketing and management creativity. TONY PROCTOR an imprint of ESSENTIALS OF MARKETING RESEARCH FOURTH EDITION FOURTH EDITION TONY PROCTOR COVER PHOTOGRAPH: GANDEE VASAN / GETTY IMAGES • New case studies • Coverage of Internet databases and the use of the Internet • Increased references to journal articles ESSENTIALS OF MARKETING RESEARCH ESSENTIALS OF MARKETING
