Basic marketing research : a decision-making approach
著者
書誌事項
Basic marketing research : a decision-making approach
（Pearson international edition）
Pearson Education International, c2006
2nd ed., international ed
- : pbk
- : CD-ROM
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注記
Includes "SPSS student version 13.0"
System requirements for accompanying computer disk: Windows 98/2000, XP, and Me
Includes bibliographies and indexes
内容説明・目次
内容説明
For the undergraduate level Marketing Research course.
Basic Marketing Research, 2e, emphasizes a hands-on orientation so undergraduate students learn by doing, balanced with a managerial orientation so they see how marketing research decisions influence marketing management decisions and vice-versa. All new videos cases help bring concepts to life. Incorporates SPSS (R) Student Edition 13.0 exercises with data sets, and the software is included with every copy of this text.
目次
PART I: INTRODUCTION AND EARLY PHASES OF MARKETING RESEARCH
1. INTRODUCTION TO MARKETING RESEARCH
2. DEFINING THE MARKETING RESEARCH PROBLEM AND DEVELOPING AN APPROACH
CASES FOR PART I
VIDEO CASES FOR PART I
PART II: RESEARCH DESIGN FORMULATION
3. RESEARCH DESIGN
4. EXPLORATORY RESEARCH DESIGN: SECONDARY DATA
5. EXPLORATORY RESEARCH DESIGN: SYNDICATED SOURCES OF SECONDARY DATA
6. EXPLORATORY RESEARCH DESIGN: QUALITATIVE RESEARCH
7. DESCRIPTIVE RESEARCH DESIGN: SURVEY AND
OBSERVATION
8. CAUSAL RESEARCH DESIGN: EXPERIMENTATION
9. MEASUREMENT AND SCALING: FUNDAMENTALS AND COMPARATIVE SCALING
10. MEASUREMENT AND SCALING: NONCOMPARATIVE TECHNIQUES
11. QUESTIONNAIRE AND FORM DESIGN
12. SAMPLING: DESIGN AND PROCEDURES
13. SAMPLING: FINAL AND INITIAL SAMPLE SIZE DETERMINATION
CASES FOR PART II
VIDEO CASES FOR PART II
PART III: DATA COLLECTION, ANALYSIS AND REPORTING
14. FIELD WORK: DATA COLLECTION
15. DATA PREPARATION AND ANALYSIS STRATEGY
16. DATA ANALYSIS: FREQUENCY DISTRIBUTION, HYPOTHESIS TESTING AND CROSS-TABULATIONS
17. DATA ANALYSIS: HYPOTHESIS TESTING RELATED TO DIFFERENCES
18. DATA ANALYSIS: CORRELATION AND REGRESSION
19. REPORT PREPARATION AND PRESENTATION
CASES FOR PART III WITH EXTERNAL DATA
CASES FOR PART III WITHOUT EXTERNAL DATA
VIDEO CASES FOR PART III
PART IV: COMPREHENSIVE CASES AND VIDEO CASES
COMPREHENSIVE CASES WITH EXTERNAL DATA
COMPREHENSIVE VIDEO CASES
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