Fundamentals of marketing research
著者
書誌事項
Fundamentals of marketing research
Sage, c2005
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注記
Includes bibliographical references and indexes
内容説明・目次
内容説明
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Fundamentals of Marketing Research covers all facets of marketing research including method, technique, and analysis at all levels. The methodological scope regarding research design, data collection techniques, and measurement is broad with three chapters devoted to the critical area of measurement and scaling. The presentation is from primarily a pragmatic and user-oriented perspective which aides the student to evaluate the research presented to them. This text explores cutting-edge technologies and new horizons while ensuring students have a thorough grasp of research fundamentals.
Key Features
* Contains a wealth of modern methods and techniques not found in competing texts
* Provides numerous illustrative cases at the end of each section
* Integrates international marketing research throughout instead of placing it in a separate chapter
* Has a full chapter devoted to the essential topic of online research
* An Instructor's Manual on CD-ROM provides instructors with examination questions, additional background material on discussion questions in the text, and other helpful aids
Fundamentals of Marketing Research has been bundled at no additional cost to the students, with a license to use to prepare and distribute an online survey.
目次
Preface
Part I: What is Marketing Research?
1. The Nature of Marketing Research
2. Planning for Marketing Research and the Research Process
3. Research Design
Cases for Part I
Part II: Techniques for Obtaining Data
4. Secondary Data and Sources
5. Information From Respondents
6. Online Marketing Research
7. Qualitative Research and Observation
8. Experimentation
Cases for Part II
Part III: Measurement
9. General Concepts of Measurement
10. Measurement and Scaling in Marketing Research
11. Designing Questionnaires
Cases for Part III
Part IV: Sampling
12. Sampling Procedures in Marketing Research
13. Sample Size
Cases for Part IV
Part V: Analyzing Data
14. The Analysis Process--Basic Concepts of Editing, Coding, and Descriptive Analysis
15. Hypothesis Testing and Univariate Analysis
16. Bivariate Analysis: Differences Between Sample Groups
17. Bivariate Analysis: Measures of Association
18. Multivariate Statistical Analysis
19. Multivariate Analysis: Factor Analysis, Clustering Methods, Multidimensional Scaling, and Conjoint Analysis
Cases for Part V
Part VI: The Research Report
20. Reporting Research Results
Appendix A: Statisitcal Tables
Glossary of Terms
Name Index
Subject Index
About the Authors
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