Description
In the opening lecture of his series on market research, Dr. Adler outlines the main development which led to the establishment of the body of research techniques and intelligence which today takes its place among the major tools of Industrial and commercial operations.
The need for systematic recording and analysis of business phenomena and problems is rarely disputed. Such a need becomes the more apparent when an economy reaches that stage of industrial development at which the cost of selling goods and services seems to rise while the unit cost of production falls.
It is important for the student of marketing and market research to be aware of the environment in which market research takes its place. Such an awareness should accompany an appreciation of market research techniques, their application, and their limitations.
Dr. Adler has given lectures on market research at the Regent Street Polytechnic for many years. Other commitments have obliged him to discontinue these, and it is therefore appropriate that he has compiled this series of lectures based on his course.
He has had the editorial assistance of Miss Jacqueline Marrian, who lectures at Edinburgh University.
This up-to-date lecture course deals with the scope of market research, sources of research information, research procedure, principles of sampling, sample surveys and methods, questionnaire construction, interviewing, etc. It provides an invaluable aid to study both for lecturers and students of market research.
ISBN:LECTURESINMAR
