Essentials of marketing research
著者
書誌事項
Essentials of marketing research
（The Dryden Press series in marketing）
Dryden Press, c1999
大学図書館所蔵 全2件
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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