Marketing research
著者
書誌事項
Marketing research
Prentice Hall, c1995
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注記
System requirements for accompanying computer disk: Windows
Includes bibliographical references (p. 611-613) and index
内容説明・目次
内容説明
This text embodies a process approach, introducing students to an 11 step marketing research process in Chapter 3. It stresses the contemporary practice of marketing research by highlighting technological change, methodological innovation, global implications, and ethical issues. By integrating SPSS for Windows Student Version, the text familiarizes students with one of the most widely adopted statistical analysis programs available. A standard in the marketing research industry, SPSS is used by over forty of the top 50 marketing research firms in the United States.
目次
1. The Nature of Marketing Research. 2. The Marketing Research Industry. 3. The Marketing Research Process. 4. Defining the Problem and Determining Research Objectives. 5. Research Design. 6. Accessing and Using Secondary Data. 7. Syndicated Data Sources. 8. Observation, Focus Groups, and Other Qualitative Methods. 9. Survey Data Collection Methods. 10. Measurement in Marketing Research. 11. Questionnaire and Observation Form Design Considerations. 12. Determining the Sample Plan. 13. Determining the Size of a Sample. 14. Data Collection in the Field, Nonresponse Error, and Questionnaire Screening. 15. Basic Data Analysis: Descriptive Statistics. 16. Inferring Sample Findings to the Population and Testing for Differences. 17. Determining and Interpreting Associations Between Two Variables. 18. Predictive Analysis in Marketing Research. 19. Presenting the Research Results.
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