The market research toolbox : a concise guide for beginners
著者
書誌事項
The market research toolbox : a concise guide for beginners
Sage Publications, c2012
3rd ed
- : pbk
- : hardcover
- タイトル別名
-
The market research toolbox
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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
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