Essentials of marketing research
著者
書誌事項
Essentials of marketing research
McGraw-Hill/Irwin, c2013
3rd ed., International student ed
大学図書館所蔵 全2件
  青森
  岩手
  宮城
  秋田
  山形
  福島
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  埼玉
  千葉
  東京
  神奈川
  新潟
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  石川
  福井
  山梨
  長野
  岐阜
  静岡
  愛知
  三重
  滋賀
  京都
  大阪
  兵庫
  奈良
  和歌山
  鳥取
  島根
  岡山
  広島
  山口
  徳島
  香川
  愛媛
  高知
  福岡
  佐賀
  長崎
  熊本
  大分
  宮崎
  鹿児島
  沖縄
  韓国
  中国
  タイ
  イギリス
  ドイツ
  スイス
  フランス
  ベルギー
  オランダ
  スウェーデン
  ノルウェー
  アメリカ
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
「Nielsen BookData」 より