Principles of marketing research
著者
書誌事項
Principles of marketing research
Blackwell Business, 1994
- : pbk
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
This work pairs a team of scholars with marketing practitioners to give a "cutting-edge", but practical, overview of contemporary marketing research. Topics covered include: the principles of questionnaire design; qualitative marketing research; mail and telephone surveys; and regression analysis. Each chapter begins with a historical development of the topical area before moving on to advanced issues and coverage of latest developments. To aid student learning, questions and exercises are included throughout.
目次
1. Questionnaire Design. 2. Qualitative Research Methods. 3. Mail and Telephone Surveys. 4. Regression Analysis. 5. Classical Factor Analysis. 6. Experimental Design. 7. Analysis of Experimental Data. 8. Introduction to Structural Equation Models. 9. The Evaluation of Structural Equation Models and Hypothesis Testing. 10. Advanced Topics in Structural Equation Models. 11. Partial Least Squares. 12. Multidimensional Scaling. 13. Cluster Analyses. 14. Correspondence Analysis. 15. Conjoint Analysis. 16. Multivariate Analysis of Qualitative Data. 17. Chi-Square Interaction Detection. 18. Latent Class Analysis. 19. Research Utilization.
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