Marketing research : an applied orientation

著者

書誌事項

Marketing research : an applied orientation

Naresh K. Malhotra

Pearson, c2020

7th ed., global ed

大学図書館所蔵 件 / 全5件

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注記

Includes indexes

内容説明・目次

内容説明

For undergraduate and graduate courses in marketing research. With a do-it-yourself, hands-on approach, Marketing Research: An Applied Orientation illustrates the interaction between marketing research decisions and marketing management decisions. This text uses a practical six-step framework for conducting marketing research, utilising a variety of marketing companies to highlight qualitative and quantitative research strategies. The 7th Edition provides current, contemporary, and illustrative material sensitive to user needs. And with detailed emphasis on how to run the SPSS and SAS programs, marketing research students obtain the most extensive help available on this industry.

目次

PART I: INTRODUCTION AND EARLY PHASES OF MARKETING RESEARCH 1. Introduction to Marketing Research 2. Defining the Marketing Research Problem and Developing an Approach PART II: RESEARCH DESIGN FORMULATION 3. Research Design 4. Exploratory Research Design: Secondary and Syndicated Data 5. Exploratory Research Design: Qualitative Research 6. Descriptive Research Design: Survey and Observation 7. Causal Research Design: Experimentation 8. Measurement and Scaling: Fundamentals and Comparative Scaling 9. Measurement and Scaling: Noncomparative Scaling Techniques 10. Questionnaire and Form Design 11. Sampling: Design and Procedures 12. Sampling: Final and Initial Sample Size Determination PART III: DATA COLLECTION, PREPARATION, ANALYSIS, AND REPORTING 13. Fieldwork 14. Data Preparation 15. Frequency Distribution, Cross-Tabulation, and Hypothesis Testing 16. Analysis of Variance and Covariance 17. Correlation and Regression 18. Discriminant and Logit Analysis 19. Factor Analysis 20. Cluster Analysis 21. Multidimensional Scaling and Conjoint Analysis 22. Structural Equation Modeling and Path Analysis 23. Report Preparation and Presentation

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