CiNii 図書 - Marketing research : an applied orientation

Marketing Research: An Applied Orientation presents a comprehensive look at both the principles and practices of marketing research with balanced coverage of qualitative and quantitative material. Written from the perspective of marketing research users, the Second Edition reflects current trends in international marketing, ethics, and the integration of microcomputers and mainframes. It strives to build on the enormous success of the first edition by being even more current, contemporary, illustrative and user-friendly.

(NOTE: Each part closes with Practitioner Viewpoints and cases.) I. INTRODUCTION AND EARLY PHASES OF MARKETING RESEARCH. 1. Introduction to Marketing Research. 2. Defining the Marketing Research Problem and Developing an Approach. II. RESEARCH DESIGN FORMULATION. 3. Research Design. 4. Exploratory Research Design: Secondary Data. 5. Exploratory Research Design: Qualitative Research. 6. Descriptive Research Design: Survey and Observation. 7. Causal Research Design: Experimentation. 8. Measurement and Scaling: Fundamentals and Comparative Scaling. 9. Measurement and Scaling: Noncomparative Scaling Techniques. 10. Questionnaire and Form Design. 11. Sampling: Design and Procedures. 12. Final and Initial Sample Size Determination. III. DATA COLLECTION. 13. Field Work. IV. DATA PREPARATION AND ANALYSIS. 14. Data Preparation. 15. Frequency Distribution, Cross-Tabulation, and Hypothesis Testing. 16. Analysis of Variance and Covariance. 17. Correlation and Regression. 18. Discriminant Analysis. 19. Factor Analysis. 20. Cluster Analysis. 21. Multidimensional Scaling and Conjoint Analysis. V. COMMUNICATING THE RESEARCH PROJECT. 22. Report Preparation and Presentation. VI. INTERNATIONAL AND ETHICAL DIMENSION. 23. International Marketing Research. 24. Ethics in Marketing Research. Appendix: Statistical Tables. Index.

巻冊次: : pbk. ISBN 9780132428019

内容説明

Presents a look at both the principles and practices of marketing research with balanced coverage of qualitative and quantitative material. Written from the perspective of marketing research users, the book reflects current trends in international marketing, ethics, and the integration of microcomputers and mainframes. It strives to build on the success of the first edition by being current, contemporary, illustrative and user-friendly.

I. Introduction and Early Phases of Marketing Research. Introduction to Marketing Research. Defining the Marketing Research Problem and Developing an Approach. II. Research Design Formulation. Research Design. Exploratory Research Design: Secondary Data. Exploratory Research Design: Qualitative Research. Descriptive Research Design: Survey and Observation. Causal Research Design: Experimentation. Measurement and Scaling: Fundamentals and Comparative Scaling. Measurement and Scaling: Noncomparative Scaling Techniques. Questionnaire and Form Design. Sampling: Design and Procedures. Final and Initial Sample Size Determination. III. Data Collection. Field Work. IV. Data Preparation and Analysis. Data Preparation. Frequency Distribution, Cross-Tabulation, and Hypothesis Testing. Analysis of Variance and Covariance. Correlation and Regression. Discriminant Analysis. Factor Analysis. Cluster Analysis. Multidimensional Scaling and Conjoint Analysis. V. Communicating the Research Project. Report Preparation and Presentation. VI. International and Ethical Dimension. International Marketing Research Ethics in Marketing Research.

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Marketing research : an applied orientation

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