Consumer Market Research Handbook

PART ONE: TECHNIQUES OF MARKET RESEARCH. Introduction (R.M. Worcester). Chapters: 1. Desk Research (N. Newson-Smith). 2. Qualitative Research and Motivation Research (P. Sampson). 3. Experimental Designs and Models (J. Rothman). 4. Sampling (M. Collins). 5. Questionnaire Design (J. Morton-Williams). 6. Interviewing and Field Control (J.F. Drakeford and V. Farbridge). 7. Trade Research (B. Pymont and G. Welch). 8. Panel Research (J. Parfitt). 9. Omnibus Surveys (R. Davies). 10. Telephone, Mail Order and Other Techniques (L. England and P. Arnold). 11. Editing, Coding, and Processing of Market Research Data (G.W. Roughton). 12. Statistics and Significance Testing (P. Harris). 13. Multivariate Analysis of Market Research Data (C. Holmes). PART TWO: USE OF CONSUMER MARKET RESEARCH. Introduction (J. Downham). Chapters: 14. Segmenting and Constructing Markets (T. Lunn). 15. Research for New Product Development (C. Greenhalgh). 16. Advertising Research (M. Lovell). 17. Packaging Research (W. Schlackman and D. Chittenden). 18. Research on 'Below the Line' Expenditure (M. Simmons). 19. Market Testing and Experimentation (J. Davis). 20. Market Modelling (T. Lunn, C. Blamires and D. Seaman). 21. Corporate Image Research (R.M. Worcester). 22. Market Research in the Financial Field (J.F. Swift and R.J. Stubbs). 23. International Market Research (J. Downham). 24. Print Media Research (M. Brown). 25. Television Media Research (W.A. Tyman). 26. Radio, Outdoor and Cinema Research (F. Teer). Bibliography. Biographies of Contributors. ICC/ESOMAR International Code of Marketing and Social Research Practice. Index.