Contemporary marketing research
副标题：无
作 者：[美]小卡尔·麦克丹尼(Carl McDaniel,Jr.)，[美]罗杰·盖茨(Roger Gates)著
分类号：
ISBN：9787810442350
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简介
本书从市场研究的焦点--质量和顾客满意程度入手，系统阐述了市场研究的理论基础和技术方法，揭示了该领域的最新理论和技术发展动态，内容新颖，结构清晰，重点突出。
目录
目录
7 Primary Data Collection: Survey Research
8 Primary Data Collection: Observation
9 Primary Data Collection: Experimentation
PARTⅢ Data Acquisition
10 Understanding Measurement
11 Attitude Measurement
12 Questionnaire Design
13 Basic Sampling lssues
14 Sample Size Determination
PARTⅣ Data Analysis
PARTⅠ An Introduction to Market Research
15 Data Processing and Fundamental Data Analysis
16 Data Analysis: Statistical Testing of Differences
17 Data Analysis: Bivariate Correlation and Regression
18 Mulfivariate Data Analysis
PARTⅤ Market Research in Action
19 Communicating the Research Results
20 Marketing Research in Practice
Appendix1 Comprehensive Cases
Appendix2 Statistical Tables
Glossary G-1
1 The Role of Marketing Research in Management Decision Making
Endnotes E-1
Inedx I-1
2 The Market Research Process
3 Who Does Marketing Research?
4 Ethics in Marketing Research
PARTⅡ Creating a Research Design
5 Published Secondary Data, Computerized Databases, and Decision Srpport Systems
6 Qualitative Research
%
7 Primary Data Collection: Survey Research
8 Primary Data Collection: Observation
9 Primary Data Collection: Experimentation
PARTⅢ Data Acquisition
10 Understanding Measurement
11 Attitude Measurement
12 Questionnaire Design
13 Basic Sampling lssues
14 Sample Size Determination
PARTⅣ Data Analysis
PARTⅠ An Introduction to Market Research
15 Data Processing and Fundamental Data Analysis
16 Data Analysis: Statistical Testing of Differences
17 Data Analysis: Bivariate Correlation and Regression
18 Mulfivariate Data Analysis
PARTⅤ Market Research in Action
19 Communicating the Research Results
20 Marketing Research in Practice
Appendix1 Comprehensive Cases
Appendix2 Statistical Tables
Glossary G-1
1 The Role of Marketing Research in Management Decision Making
Endnotes E-1
Inedx I-1
2 The Market Research Process
3 Who Does Marketing Research?
4 Ethics in Marketing Research
PARTⅡ Creating a Research Design
5 Published Secondary Data, Computerized Databases, and Decision Srpport Systems
6 Qualitative Research
%
Contemporary marketing research
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