Marketing research
著者
書誌事項
Marketing research
Cengage Learning, c2020
5th ed., global ed
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
Marketing Research, 5e gives you the knowledge and skills you need to successfully undertake marketing research. It combines theory with a practical, step-by-step approach.
The text uses local and international examples, data sets and case studies to explain traditional marketing research methods, and also examines new theories and techniques as well as emerging industry practices.
This text is essential if you re studying marketing research in any business or marketing course.
目次
Part 1: Introduction to the research process
1. The role of marketing research and the research process
Part 2: Defining the problem
2. Problem definition and the research process
Part 3: Planning the research design
3. Qualitative research
4. Secondary research and big data
5. Survey research
6. Observation
7. Experimental research and test marketing
8. Measurement
9. Questionnaire design
Part 4: Planning the sample
10. Sampling: sample design and sample size
Part 5: Collecting the data
11. Data preparation
Part 6: Analysing the data
12. Univariate statistical analysis: a recap of inferential statistics
13. Bivariate statistical analysis: tests of differences
14. Bivariate statistical analysis: tests of association
15. Multivariate statistical analysis
Part 7: Formulating conclusions and writing the final report
16. Communicating research results: research report, oral presentation and research follow-up
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