Marketing research : applied insight
著者
書誌事項
Marketing research : applied insight
Pearson, 2020
6th ed
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注記
Includes indexes
内容説明・目次
内容説明
For undergraduate, postgraduate and MBA students, this highly successful textbook is an essential guide to Marketing Research.
Understand theory and application of marketing research in a European context
Marketing Research: Applied Insight, 6th Edition, by Nunan, Birks and Malhotra is the leading marketing research text focused on the key challenges facing marketing research in a European context. This comprehensive text offers a clear explanation and discussion of concepts, and a wealth of European and international case material showing how researchers apply concepts and techniques. It also integrates with online resources for students including key discussion points.
This book supports both qualitative and quantitative research methods through:
Introducing the transactional stages of marketing research of problem definition, developing approach and design, data collection, analysis and communicating the research findings
Using real research case studies of how companies address specific managerial problems and implement research, as well as real-life marketing situations and exercises to tackle in every chapter
Applying marketing research to current marketing challenges such as social media, mobile marketing, customer value, experiential marketing, satisfaction, loyalty, customer equity, brand equity and management, relationship marketing, creativity and design, and socially responsible marketing
Pearson, the world's learning company.
目次
1. Introduction to marketing research and insight
2. Defining the research problem and developing a research approach
3. Research design
4. Secondary data collection and analysis
5. Internal secondary data and analytics
6. Qualitative research: its nature and approaches
7. Qualitative research: focus group discussions
8. Qualitative research: in-depth interviewing and projective techniques
9. Qualitative 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: determining sample size
16. Survey fieldwork
17. Social media research
18. Mobile research
19. Data integrity
20. Frequency distribution, cross-tabulation and hypothesis testing
21. Analysis of variance and covariance
22. Correlation and regression
23. Discriminant and logit analysis
24. Factor analysis
25. Cluster analysis
26. Multidimensional scaling and conjoint analysis
27. Structural equation modelling and path analysis
28. Communicating research findings
29. Business-to-business (b2b) marketing research
30. Research ethics, privacy and trust
Glossary
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