Marketing research essentials
著者
書誌事項
Marketing research essentials
J. Wiley, c2010
7th ed
- : [text with CD-ROM]
- [text]
- [CD-ROM]
大学図書館所蔵 件 / 全4件
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注記
Accompanied by 1 CD-ROM (4 3/4 in.): SPSS student version 17.0 for Microsoft Windows XP or Vista
Includes index
内容説明・目次
- 巻冊次
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[text] ISBN 9780470169704
内容説明
Filled with engaging, current examples drawn from the authors' ongoing involvement in the field, Marketing Research Essentials is a comprehensive text that teaches students how to become effective consumers of market research. The only book on the market co-authored by a full-time marketing researcher, McDaniel and Gates together bring their real-life, insider experiences from the industry to teach students how to make critical business decisions through the study of market research. Recognizing that marketing research is much more than computing sample size, learning SPSS, or conducting a focus group, the text shares with students all they need in research design, data acquisition, and data analysis, with a fresh dose of reality that is unmatched.
目次
Preface. 1 The Role of Marketing Research in Management Decision Making. 2 Problem Definition, Exploratory Research, and the Research Process. 3 Secondary Data and Databases. 4 Qualitative Research. 5 Traditional Survey Research. 6 Online Marketing Research. 7 Primary Data Collection: Observation. 8 Primary Data Collection: Experimentation and Test Markets. 9 The Concept of Measurement and Attitude Scales. 10 Questionnaire Design. 11 Basic Sampling Issues. 12 Sample Size Determination. 13 Data Processing, Fundamental Data Analysis, and the Statistical Testing of Differences. 14 Bivariate Correlation and Regression. 15 Communicating Research Results and Managing Marketing Research. Endnotes. Index.
- 巻冊次
-
: [text with CD-ROM] ISBN 9780470627631
内容説明
Filled with engaging, current examples drawn from the authors' ongoing involvement in the field, Marketing Research Essentials is a comprehensive text that teaches students how to become effective consumers of market research. The only book on the market co-authored by a full-time marketing researcher, McDaniel and Gates together bring their real-life, insider experiences from the industry to teach students how to make critical business decisions through the study of market research. Recognizing that marketing research is much more than computing sample size, learning SPSS, or conducting a focus group, the text shares with students all they need in research design, data acquisition, and data analysis, with a fresh dose of reality that is unmatched.
目次
Chapter 1 - The Role of Marketing Research in Management Decision Making Chapter 1 Appendix A - Careers in Marketing Research Chapter 1 Appendix B - Marketing Research Ethics Chapter 2 - Problem Definition, Exploratory Research, and the Research Process Chapter 3 - Secondary Data and Databases Chapter 4 - Qualitative Research Chapter 5 - Survey Research Chapter 6 - Primary Data Collection: Observation Chapter 7 - Primary Data Collection: Experimentation Chapter 8 - The Concept of Measurement and Attitude Scales Chapter 9 - Questionnaire Design Chapter 10 - Basic Sampling Issues Chapter 11 - Sample Size Determination Chapter 12 - Data Processing, Fundamental Data Analysis, and the Statistical Testing of Differences Chapter 13 - Bivariate Correlation and Regression Chapter 14 - Communicating the Research Results and Managing Marketing Research Appendix 1-A - Statistical Tables
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