Summary

This book is a revised reprint of the 1996 publication, which was a follow-up to Researching the South African market by P A Nel et al (1988). All the steps in the marketing research process are discussed -- from the formulation of the problem to the interpretation and presentation of the results. Its 18 chapters on research methodology focus chiefly on the consumer market. In addition certain areas of marketing research are singled out for discussion in individual chapters. They include 'Researching industrial markets'; 'Demand measurement and market forecasts'; 'Advertising research' and 'Media research'. The book was written with South African conditions in mind and contains a great deal of background information about the size of the South African market as illustration.