Marketing research : an applied approach
著者
書誌事項
Marketing research : an applied approach
Pearson Education, 2012
4th ed
- : [pbk.]
- タイトル別名
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Marketing research : an applied orientation
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注記
Previous ed.: 2007
Includes bibliographical references and indexes
"Original 6th edition entitled Marketing Research: An Applied Orientation published by Prentice Hall, Inc., a Pearson Education company, c2010"--T.p. verso
内容説明・目次
内容説明
Working as a marketing researcher is an intellectually stimulating, engaging and creative occupation. Malhotra and Birks have long been regarded as offering the most applied, comprehensive and authoritative commentary on European Marketing Research, helping students to build a clear understanding of how to:
diagnose and direct research questions that will support marketing decision making,
appreciate what excellent research design means,
utilise data collection techniques; qualitative and quantitative methods and forms of analysis,
manage the ethical dilemmas and social and cultural issues faced by researchers in today's global, online world,
integrate new developments in social media research with traditional marketing research methods.
目次
1. Introduction to marketing research
2. Defining the marketing research problem and developing a research approach
3. Research design
4. Secondary data collection and analysis
5. Internal secondary data and the use of databases
6. Qualitative research: its nature and approaches
7. Qualitative research: focus group discussions
8. Qualitative research: in-depth interviewing and projective techniques
9. Qualittiave research: data analysis
10. Survey and quantitative observation techniques
11. Causal research design: experimentation
12. Measurement and scaling: fundamentals, comparative and non-comparative scaling
13. Questionnaire design
14. Sampling: design and procedures
15. Sampling: final and initial sample size determination
16. Survey fieldwork
17. Data integrity
18. Frequency distribution, cross-tabulation and hypothesis testing
19. Analysis of variance and covariance
20. Correlation and regression
21. Discriminant and logit analysis
22. Factor analysis
23. Cluster analysis
24. Multidimensional scaling and conjoint analysis
25. Structural equation modelling and path analysis
26. Report preparation and presentation
27. International marketing research
28. Business-to-business (b2b) marketing research
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