書誌事項

Marketing research

Alvin C. Burns, Ronald F. Bush

Pearson, c2014

7th ed

大学図書館所蔵 件 / 5

この図書・雑誌をさがす

注記

Includes bibliographic references and indexes

内容説明・目次

内容説明

Directed primarily toward undergraduate marketing college/university majors, this text also provides practical content to current and aspiring industry professionals. Marketing Research gives readers a "nuts and bolts" understanding of marketing research and provides them with extensive information on how to use it. This text provides the fundamentals of the statistical procedures used to analyze data without dwelling on the more complex and intricate concepts.

目次

1. Introduction to Marketing Research 2. The Marketing Research Industry 3. The Marketing Research Process & Defining the Problem and Research Objectives 4. Research Design 5. Secondary Data & Packaged information 6. Utilizing Exploratory and Qualitative Research Techniques 7. Evaluating Survey Data Collection Methods 8. Understanding Measurement, Developing Questions, and Designing the Questionnaire 9. Selecting the Sample 10. Determining the Size of a Sample 11. Dealing with Fieldwork and Data Quality 12. Using Basic Descriptive Analysis, Performing Population Estimates, and Testing Hypotheses 13. Implementing Basic Differences Tests 14. Making Use of Associations Tests 15. Understanding Regression Analysis Basics 16. Writing the Research Report

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詳細情報

  • NII書誌ID(NCID)
    BB15180144
  • ISBN
    • 9780133074673
  • LCCN
    2012027317
  • 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
    Boston ; Tokyo
  • ページ数/冊数
    xxix, 459 p.
  • 大きさ
    26 cm
  • 分類
  • 件名
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