Marketing research
著者
書誌事項
Marketing research
John Wiley & Sons [Singapore], c2013
9th ed., International student version
- : pbk
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注記
Includes bibliographical references and index
"Web registration card" in pocket
"Authorized for sale in Europe, Asia, Africa and the Middle East Only"--P. [4] of cover
内容説明・目次
内容説明
This new edition of Gates and McDaniel's Marketing Research better prepares users how to use marketing research in the real business world with real data, people, and research. The text is enhanced with new coverage of mobile applications, more coverage of data mining and analytics, and coverage of how to use social media such as Facebook and Twitter for marketing research. Co-authors McDaniel and Gates are widely respected in the marketing research community because their product takes a practical and applied approach, as opposed to other products in the market that take a more theoretical approach. Real people are represented by Gates' contribution to the product as he provides insights into the secrets of conducting effective focus groups and questionnaires. The real research used by the authors is drawn from Survey Sampling International (SSI). SSI is the world leader in sampling solutions.
目次
Preface vii 1 Introduction to Marketing Research 1 2 Ethical Decision Making in the Marketing Research Industry 21 3 Steps in the Research Process 57 4 Using Secondary Data 89 5 Focus Groups, Depth Interviews, and Other Non-quantitative Research Methods 116 6 Methods of Survey Research 151 7 Using the Internet for Marketing Research 177 8 Ethnography, Scanner-based Research, and Other Observation Techniques 213 9 Primary Data Collection: Experimentation and Test Markets 242 10 The Importance of Proper Measurement 276 11 Attitude Measurement 302 12 Questionnaire Design 335 13 Basic Sampling Issues 379 14 Sample Size Determination 406 15 Data Processing and Fundamental Data Analysis 435 16 Statistical Testing of Differences and Relationships 470 17 Bivariate Correlation and Regression 514 18 Multivariate Data Analysis 540 19 The Research Report 585 20 Planning, Organizing, and Controlling the Research Function 607 Photo Credits PC-1 Appendix 1: Comprehensive Cases A-1 A: Biff Targets an Online Dating Service for College Students A-2 B: Freddy Favors Fast Food and Convenience for College Students A-5 C: Superior Online Student Travel A Cut Above A-9 D: Rockingham National Bank Visa Card Survey A-13 Appendix 2: Considerations in Creating a Marketing Plan A-21 Appendix 3: Statistical Tables A-25 Endnotes A-32 Glossary G-1 Index I-1
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