Publisher's Synopsis
This is a collection of 22 case studies which illustrate different aspects of marketing research. Based on a diverse range of companies and industries, the case studies highlight key management themes, such as targetting, test marketing, linear regression, concept testing, the use of questionnaires, advertising research, qualitative versus quantitative data, product launch strategies and market segmentation. The industries depicted include a bank, a chemist, an air compression business, a health authority, a surgical products manufacturer, a fast food chain and a women's magazine publisher.
