Marketing research : methodological foundations
著者
書誌事項
Marketing research : methodological foundations
（The Dryden Press series in marketing）
Dryden Press, c1999
7th ed
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注記
Includes bibliographical references and indexes
内容説明・目次
内容説明
Topics of this book on marketing research include: extensive treatment of ethics in discussing market research; increased emphasis on the use of the Internet in marketing research; and revised case studies.
目次
- Part 1 Marketing research, the research process, and problem definition: marketing research - a pervasive activity
- alternateive approaches to marketing intelligence
- the research process and problem formulation. Part 2 Determine research design: research design
- causal designs. Part 3 Data design collection method and forms: data collection - secondary data
- data collection - primary data
- data collection forms
- attitude measurement. Part 4 Sample design and data collection
- sampling procedures
- sample size
- collecting the data - field procedures and non-sampling errors. Part 5 Analysis and interpretation of data: data analysis - primary steps
- data analysis - basic questions
- data analysis - examination of differences
- data analysis - investigation of association
- data analysis - discriminant, factor, and cluster analysis. Part 6 The research report: the research report.
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