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Article Excerpt
The international handbook of market research techniques
Robin J. Birn (ed.)
Kogan Page, 2003
594pp, soft cover $49.95
ISBN 7494 38657
This substantial reference volume was first published in 1990 under the title of A Handbook of Market Research Techniques, and was reviewed in the JMRS vol. 33, no. 3, 1992. In 2000, a second edition appeared in hardback, and now this edition in soft covers is published by Kogan Page in association with the Market Research Society and under the editorship of Robin Birn.
Like the original edition, this book is in five sections: preparation, data collection, communications, advertising and media, analysis and modelling, and presenting results. Within these sections there are 31 chapters, which deal with specific research techniques and responsibilities. These aspects of market research are discussed...
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