The market research toolbox : a concise guide for beginners

著者

• McQuarrie, Edward F.

書誌事項

The market research toolbox : a concise guide for beginners

Edward F. McQuarrie

Sage Publications, c2012

3rd ed

• : pbk
• : hardcover

タイトル別名

The market research toolbox

注記

Includes bibliographical references and index

内容説明・目次

内容説明

An ideal resource for those who want to conduct market research but have little experience in doing so, The Market Research Toolbox describes how to think of market research in the context of making a business decision. The Third Edition incorporates: - new material on Web surveys - more information on data analysis and sampling theory for qualitative research. - a new closing chapter illuminating the limitations of market research to clarify when it should be employed.

目次

Preface Chapter 1. Nature and Characteristics of Market Research Chapter 2. Planning for Market Research Chapter 3. Secondary Research Chapter 4. Customer Visits Chapter 5. The Focus Group Chapter 6. Qualitative Sampling and Data Analysis Chapter 7. Survey Research Chapter 8. Questionnaire Design Chapter 9. Choice Modeling via Conjoint Analysis Chapter 10. Experimentation Chapter 11. Sampling for Quantitative Research Chapter 12. Quantitative Data Analysis Chapter 13. Combining Research Techniques Into Research Strategies Chapter 14. The Limits of Market Research Index About the Author

「Nielsen BookData」 より

詳細情報

• NII書誌ID(NCID): BB09701606
• ISBN:
  • 9781412991742
  • 9781412991735
• LCCN: 2011031254
• 出版国コード: us
• タイトル言語コード: eng
• 本文言語コード: eng
• 出版地: Thousand Oaks, Calif.
• ページ数/冊数: xviii, 253 p.
• 大きさ: 23 cm
• 分類:
  • LCC : HF5415.2
  • DC23 : 658.8/3
• 件名:
  • LCSH : Marketing research -- Methodology