Introduction 1. Characteristics of Industrial and Consumer Markets 2. Objectives for Profitable Research 3. Parameters of Research 4. Preparing for the Project 5. Use of Secondary Sources 6. Sampling in Industrial Markets 7. The Postal Questionnaire 8. Interviewing 9. Using the Telephone in Industrial Marketing Research 10. Observation Techniques 11. Processing the Data 12. Assessing Advertising Effectiveness 13. Industrial Marketing Research as an Aid to Forecasting 14. The Report 15. Make or Buy in Marketing Research Conclusion Appendix A Appendix B Glossary Bibliography Index.
Biography
Aubrey Wilson (at the time of the first publication of this book) was the Managing Director, Industrial Market Research Limited.
