CIM Coursebook 08/09 Marketing Research and Information (Paperback)

Unit 1 Introduction 1
Unit 2 Information in the knowledge economy 14
Unit 3 The marketing database 39
Unit 4 The marketing research process 72
Unit 5 Using secondary research 98
Unit 6 Observational research 112
Unit 7 Qualitative research 126
Unit 8 Quantitative data 148
Unit 9 Questionnaire design 169
Unit 10 Sampling 192
Unit 11 Quantitative data analysis 208
Unit 12 Presenting marketing research 225
Appendix: Answers and debriefing 238