Essentials of marketing research
著者
書誌事項
Essentials of marketing research
South-Western/Cengage Learning, c2010
4th ed., International ed
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注記
Previous ed.: c2007
"International studedt edition" -- T.p. verso
Accompanied by an access code to Qualtrics
Includes index
内容説明・目次
内容説明
Don't think of yourself as a student, think of yourself as a manager. ESSENTIALS OF MARKETING RESEARCH, 3e, International Edition puts you in the driver's seat with the latest information on how to harness the design, collection, analysis, and reporting of data to enhance your company's profits. This is a perfect marketing textbook for acing the class and a dependable resource for the future.
目次
PART I: INTRODUCTION. 1. The Role of Marketing Research. 2. Information Systems and Knowledge Management. 3. The Marketing Research Process: An Overview. 4. The Human Side of Marketing Research: Organizational and Ethical Issues. PART II: DESIGNING RESEARCH STUDIES. 5. Exploratory Research and Qualitative Analysis. 6. Secondary Data Research in a Digital Age. 7. Survey Research. 8. Observation. 9. Experimental Research. PART III: MEASUREMENT. 10. Measurement and Attitude Measurement. 11. Questionnaire Design. PART IV: SAMPLING AND STATISTICAL THEORY. 12. Sampling Designs and Sampling Procedures. 13. Determination of Sample Size: A Review of Statistical Theory. PART V: ANALYSIS AND REPORTING. 14. Basic Data Analysis. 15. Differences Between Groups and Relationships Among Variables. 16. Communicating Research Results: Research Report, Oral Presentation, and Research Follow-Up. PART VI: COMPREHENSIVE CASES WITH COMPUTERIZED DATABASES. Appendix: Statistical Tables.
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