Essentials of marketing research
著者
書誌事項
Essentials of marketing research
（The Dryden Press series in marketing）
Dryden Press, c1999
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
This work is designed specifically for the marketing research classes where a more concise introduction to marketing research topics is desired. The book also includes material on technology with a special emphasis on Web resources. Intended primarily for undergraduates, this text emphasizes issues such as total quality management and global marketing research, integrating both topics throughout the text.
目次
- Part I: introduction
- the role of marketing research
- global information systems and the Internet
- the marketing research process - an overview
- the human side of marketing research - organizational and ethical issues. Part II: designing research studies
- exploratory research and qualitative analysis
- secondary data research in a digital age
- survey research
- observation
- experimental research - an overview. Part III: measurement
- measurement and aptitude scaling
- questionnaire design. Part IV: sampling and fieldwork
- sampling designs and sampling procedures
- determinations of sample size - a review of statistical theory
- basic data analysis
- bivariate statistical analysis - tests of difference
- communicating research results - research report, oral presentation and research follow-up.
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