Marketing research : within a changing information environment
著者
書誌事項
Marketing research : within a changing information environment
(Irwin/McGraw-Hill series in marketing)
McGraw-Hill/Irwin, c2006
3rd ed
大学図書館所蔵 全2件
  青森
  岩手
  宮城
  秋田
  山形
  福島
  茨城
  栃木
  群馬
  埼玉
  千葉
  東京
  神奈川
  新潟
  富山
  石川
  福井
  山梨
  長野
  岐阜
  静岡
  愛知
  三重
  滋賀
  京都
  大阪
  兵庫
  奈良
  和歌山
  鳥取
  島根
  岡山
  広島
  山口
  徳島
  香川
  愛媛
  高知
  福岡
  佐賀
  長崎
  熊本
  大分
  宮崎
  鹿児島
  沖縄
  韓国
  中国
  タイ
  イギリス
  ドイツ
  スイス
  フランス
  ベルギー
  オランダ
  スウェーデン
  ノルウェー
  アメリカ
注記
Includes indexes
内容説明・目次
内容説明
Marketing Research, 3/e takes an application-oriented approach, providing students with the tools and skills necessary to solve business problems and exploit business opportunities. This book is unique from any other in the market in three significant ways. First, it provides a greater balance between primary and secondary information and the techniques and methods that underpin these two important types of data. Second, it offers in-depth coverage of the critical research tools and skills that will be required of today and tomorrow's marketing researchers and business decision-makers. Third, with its in-depth coverage of secondary research, the practice of customer-based management is highlighted as this book helps students see what real companies are doing for their marketing research. This book provides students a realistic and current view of the practice and importance of marketing research in the business world.
目次
Part 1: The Role and Value of Marketing Research Information1Marketing Research for Managerial Decision Making 2The Marketing Research Process 3Information Management for Marketing Decisions: Secondary Data Sources Part 2: Technology in the Research Process4Customer Relationship Management and the Marketing Research Process 5Marketing Decision Support Systems Part 3: Designing the Marketing Research Project6Exploratory Designs: In-Depth Interviews and Focus Groups 7Descriptive Research Designs: Survey Methods and Errors 8Observation Techniques, Experiments, and Test Markets Part 4: Gathering and Collecting Accurate Data9Sampling: Theory and Design 10Sampling: Methods and Planning 11Overview of Measurement: Construct Development and Scale Measurement 12Attitude Scale Measurements Used in Marketing Research 13Questionnaire Design and Issues Part 5: Data Preparation, Analysis, and Reporting the Results 14Coding, Editing, and Preparing Data for Analysis 15Data Analysis: Testing for Significant Differences 16Data Analysis: Testing for Association 17Data Analysis: Multivariate Techniques for the Research Process 18Preparing the Marketing Research Report and Presentation
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