Marketing research

by McGraw-Hill Education (Contributor)

This fifth edition has been revised and extended. Divided into four parts, it the evolution and development of marketing research; basic technologies such as sampling and data collection; specific systems like panel research, testmarketing and advertising research; and professional applications in consumer, industrial, international and services markets. New to this edition is a development of service industries section, research on marketing marketing research applications, new techniques developed in line with modern technologies and updated learning aids.

312 pages, Paperback

Published December 1, 1986

About the author

McGraw-Hill Education traces its history back to 1888 when James H. McGraw, co-founder of the company, purchased the American Journal of Railway Appliances. He continued to add further publications, eventually establishing The McGraw Publishing Company in 1899. His co-founder, John A. Hill, had also produced several technical and trade publications and in 1902 formed his own business, The Hill Publishing Company.

In 1909 both men agreed upon an alliance and combined the book departments of their publishing companies into The McGraw-Hill Book Company. John Hill served as President, with James McGraw as Vice-President. 1917 saw the merger of the remaining parts of each business into The McGraw-Hill Publishing Company, Inc.