简介
Summary:
Publisher Summary 1
Presents marketing research through the eyes of a manger using and purchasing research information, while maintaining solid, competitive coverage of quantitative methods. Extensive updates and revisions enhance its traditional high quality and enjoyable style. A "real world " view of marketing research that comes from authors with over 40 years of marketing research experience both in business and in the classroom. "User of the research" focus to the text, present marketing research through the eyes of a manager using and perhaps purchasing marketing research information. Integrated, real world SPSS exercises to give students hands-on experience. Continued complete integration of the Internet and its effect on the field of market research.
目录
Table Of Contents:
Chapter One – The Role of Marketing Research in Management Decision- Making.
Chapter Two – The Marketing Research Industry.
Chapter Three – Problem Definition and the Research Process.
Chapter Four – Secondary Data and Databases.
Chapter Five – Qualitative Research.
Chapter Six – Survey Research.
Chapter Seven – Primary Data Collection: Observation.
Chapter Eight – Primary Data Collection: Experimentation.
Chapter Nine – The Concept of Measurement.
Chapter Ten – Using Measurement Scales to Build Marketing Effectiveness.
Chapter Eleven – Questionnaire Design.
Chapter Twelve – Basic Sampling Issues.
Chapter Thirteen – Sample Size Determination.
Chapter Fourteen – Data Processing and Fundamental Data Analysis.
Chapter Fifteen – Statistical Testing of Differences.
Chapter Sixteen – Bivariate Correlation and Regression.
Chapter Seventeen – Multivariate Data Analysis.
Chapter Eighteen – Communicating the Research Results.
Chapter Nineteen – Managing Marketing Research and Research Ethics.
Chapter One – The Role of Marketing Research in Management Decision- Making.
Chapter Two – The Marketing Research Industry.
Chapter Three – Problem Definition and the Research Process.
Chapter Four – Secondary Data and Databases.
Chapter Five – Qualitative Research.
Chapter Six – Survey Research.
Chapter Seven – Primary Data Collection: Observation.
Chapter Eight – Primary Data Collection: Experimentation.
Chapter Nine – The Concept of Measurement.
Chapter Ten – Using Measurement Scales to Build Marketing Effectiveness.
Chapter Eleven – Questionnaire Design.
Chapter Twelve – Basic Sampling Issues.
Chapter Thirteen – Sample Size Determination.
Chapter Fourteen – Data Processing and Fundamental Data Analysis.
Chapter Fifteen – Statistical Testing of Differences.
Chapter Sixteen – Bivariate Correlation and Regression.
Chapter Seventeen – Multivariate Data Analysis.
Chapter Eighteen – Communicating the Research Results.
Chapter Nineteen – Managing Marketing Research and Research Ethics.
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