Essentials of marketing research
著者
書誌事項
Essentials of marketing research
McGraw-Hill/Irwin, c2013
3rd ed., International student ed
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注記
Previous ed.: 2010
"McGraw-Hill international edition"
Includes indexes
内容説明・目次
内容説明
Essentials of Marketing Research concisely delivers an up-to-date review of a broad variety of marketing research topics. It takes an application-oriented approach, providing students with the tools and skills necessary to solve business problems and exploit business opportunities. The authors' years of experience in real-world marketing research is evident throughout, from their thorough treatment of qualitative research (given short shrift in many other books) to their knowledgeable coverage of sample size rules-of-thumb, conducting a background literature review, and the importance of new market research tools and techniques. Essentials of Marketing Research gives students a strong command of market research principles, while being short enough to use alongside cases or projects.
目次
Part 1: The Role and Value of Marketing Research Information Chapter 1-Marketing Research for Managerial Decision Making Chapter 2-The Marketing Research Process and ProposalsPart 2: Designing the Marketing Research Project Chapter 3-Secondary Data, Literature Reviews and Hypotheses Chapter 4-Exploratory Research Designs and Data Collection Approaches Chapter 5-Descriptive and Casual Research Designs Part 3: Gathering and Collecting Accurate Data Chapter 6-Sampling: Theory and Methods Chapter 7-Measurement and Scaling Chapter 8-Designing the QuestionnairePart 4: Data Preparation, Analysis and Reporting the Results Chapter 9-Qualitative Data Analysis Chapter 10-Preparing Data for Quantitative Analysis Chapter 11-Basic Data Analysis for Quantitative Research Chapter 12-Examining Relationships in Quantitative Research Chapter 13-Reporting and Presenting Results
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