Contemporary marketing : 1999
著者
書誌事項
Contemporary marketing : 1999
（The Dryden Press series in marketing）
Dryden Press, c1999
- : pbk
- タイトル別名
-
Contemporary marketing
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注記
Includes bibliographical references and indexes
内容説明・目次
内容説明
This is an updated version of the 1998 "Contemporary Marketing Wired" text. An entire chapter has been devoted to relationship marketing, including coverage of database marketing, strategic alliances, co-marketing/co-branding, and dedicated sales forces.
目次
- Part 1 Marketing research, the research process, and problem definition: marketing research - a pervasive activity
- alternate approaches to marketing intelligence
- the research process and problem formulation. Part 2 Determine research design: research design
- casual 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 - prelimary 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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