Marketing research

著者

• Burns, Alvin C.
• Bush, Ronald F.

書誌事項

Marketing research

Alvin C. Burns, Ronald F. Bush

Prentice Hall, c1998

2nd ed

注記

System requirements for accompanying computer disc: Windows 95, Windows NT 3.51 or higher

Includes bibliographical references and index

内容説明・目次

内容説明

Mainstream, undergraduate text for Marketing Research course with special applications to SPSS for Windows.

目次

1. The Nature of Marketing Research. 2. The Industry: Structure, Evaluation, and Ethics. 3. The Marketing Research Process. 4. Defining the Problem and Determining Research Objectives. 5. Research Design. 6. Secondary Data Sources. 7. Syndicated Services. 8. Observation, Focus Groups, and Other Qualitative Methods. 9. Survey Data Collection Methods. 10. Measurement in Marketing Research. 11. Designing Data Collection Forms. 12. Determining the Sample Plan. 13. Determining the Size of a Sample. 14. Data Collections 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.

「Nielsen BookData」 より

詳細情報

• NII書誌ID(NCID): BA39359428
• ISBN:
  • 0138966060
• LCCN: 97036415
• 出版国コード: us
• タイトル言語コード: eng
• 本文言語コード: eng
• 出版地: Upper Saddle River, N.J.
• ページ数/冊数: 1 v. (various pagings)
• 大きさ: 26 cm.
• 付属資料: 1 computer laser optical disc (4 3/4 in.)
• 分類:
  • LCC : HF5415.2
  • DC21 : 658.8/3
• 件名:
  • LCSH : Marketing research