Marketing research : an applied orientation
著者
書誌事項
Marketing research : an applied orientation
Prentice-Hall International, c1999
3rd ed
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
Appropriate for both undergraduate and graduate courses in Marketing Research, this text presents a comprehensive look at both the principles and practices of marketing research with balanced coverage of qualitative and quantitative material. Written from the perspective of marketing research users, the Third Edition reflects current trends in international marketing, ethics, and the continuing integration of technology. It strives to build on the success of previous editions by being even more current, contemporary, illustrative and user-friendly.
目次
1. Introduction To Marketing Research.
2. Defining The Marketing Research Problem And Developing An Approach.
II. RESEARCH DESIGN FORMULATION.
3. Research Design.
4. Exploratory Research Design: Secondary Data.
5. Exploratory Research Design: Qualitative Research.
6. Descriptive Research Design: Survey And Observation.
7. Causal Research Design: Experimentation.
8. Measurement And Scaling: Fundamentals And Comparative Scaling.
9. Measurement And Scaling: Noncomparative Scaling Techniques.
10. Questionnaire And Form Design.
11. Sampling: Design And Procedures.
12. Sampling: Final And Initial Sample Size Determination.
III. DATA COLLECTION, PREPARATION AND ANALYSIS.
13. Field Work.
14. Data Preparation.
15. Frequency Distribution, Cross-Tabulation, And Hypothesis Testing.
16. Analysis Of Variance And Covariance.
17. Correlation And Regression.
18. Discriminant Analysis.
19. Factor Analysis.
20. Cluster Analysis.
21. Multidimensional Scaling And Conjoint Analysis.
IV. COMMUNICATION, INTERNATIONAL AND ETHICAL DIMENSIONS WITH APPLICATIONS.
22. Report Preparation And Presentation.
23. International Marketing Research.
24. Ethics In Marketing Research.
Appendix
Notes
Indexes
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