Marketing research
著者
書誌事項
Marketing research
J. Wiley, c2007
7th ed
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
Real data, real people, real research experience, this book shows what it's like to work at the frontlines of the marketing research industry. In "Marketing Research, Seventh Edition", Carl McDaniel, founder of the University of Texas at Arlington's MS In Marketing Research program, and Roger Gates, a full-time marketing researcher, offer you an engaging, highly entertaining, and thoroughly real look at the field today. Drawing from their own real-life experiences, the authors provide insights into the latest trends, what works and what doesn't, and what separates the good research from the bad. You'll discover how to effectively use marketing research to make critical decisions, learn how to manage people, know what to look for in a marketing research report, and much more.Highlights of the Seventh Edition: Three new data cases are based on real data gathered from a nationwide sample of 2,000 college-aged students from the Survey Sampling International database; cases include and online dating service, an online student travel service, and a new chain of combination fast food/convenience stores; a new video on Focus Groups shows college students discussing online dating; from the Front Line boxes present real-life insights from practicing professionals at Roger Gates' research firm, DSS Research; a Student Version of SPSS 14.
0 is packaged with this text; SPSS exercises follow each quantitative chapter; data sets and Excel-based versions of the SPSS exercises are available on the Companion Web Site; and, new web quizzes enable students to test their understanding of the material.It includes many new chapter-opening vignettes, global vignettes, and real-life research cases, based on real companies such as Proctor & Gamble, Starbucks, Swiffer dust mops, Gap, and Coach Handbags.
目次
Preface Chapter 1: The Role of Marketing Research in Management Decision Making Chapter 2: The Marketing Research Industry and Research Ethics Chapter 3: Problem Definition, Exploratory Research, and the Research Process Chapter 4: Secondary Data and Databases Chapter 5: Qualitative Research Chapter 6: Survey Research: The Profound Impact of the Internet Chapter 7: Primary Data Collection: Observation Chapter 8: Primary Data Collection: Experimentation Chapter 9: The Concept of Measurement Chapter 10: Using Measurement Scales to Build Marketing Effectiveness Chapter 11: Questionnaire Design Chapter 12: Basic Sampling Issues Chapter 13: Sample Size Determination Chapter 14: Data Processing and Fundamental Data Chapter 15: Statistical Testing of Differences and Chapter 16: Bivariate Correlation and Regression Chapter 17: Multivariate Data Analysis Chapter 18: Communicating the Research Results & Managing Marketing Research Appendix 1: Comprehensive Cases A: Biff Targets an Online Dating Service for College Students B: Freddy Favors Fast Food and Convenience for College Students C: Superior Online Student Travel - A Cut Above D: Rockingham National Bank Visa Card Survey Appendix 2: Considerations in Creating a Marketing Plan Appendix 3: Statistical Tables Endnotes Glossary Index
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