HUDU

Exploring Marketing Research


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Juni 2009

Beschreibung

Beschreibung

Deals with the design, collection, analysis, and reporting of marketing research data relevant to a firm's current and future needs. This text helps students learn about traditional types of marketing research, such as designing questionnaires, as well as the technological developments that facilitate marketing research.

Inhaltsverzeichnis

Preface. PART
I: INTRODUCTION.
1. The Role of Marketing Research.
2. Information Systems and Knowledge Management.
3. The Marketing Research Process.
4. The Human Side of Marketing Research: Organizational and Ethical Issues. PART
II: BEGINNING STAGES OF THE RESEARCH PROCESS.
5. Problem Definition: Jump-Starting the Research Process.
6. Qualitative Research Tools.
7. Secondary Data Research in a Digital Age. PART
III: RESEARCH DESIGNS FOR COLLECTING PRIMARY DATA.
8. Survey Research: An Overview.
9. Survey Research: Basic Methods of Communication with Respondents.
10. Observation.
11. Experimental Research: An Overview.
12. Test-Markets and Experimental Design. PART
IV: MEASUREMENT CONCEPTS.
13. Measurement.
14. Attitude Measurement.
15. Questionnaire Design. PART
V: SAMPLING AND FIELDWORK.
16. Sampling Designs and Sampling Procedures.
17. Determination of Sample Size: A Review of Statistical Theory.
18. Fieldwork. PART
VI: DATA ANALYSIS AND PRESENTATION.
19. Editing and Coding: Transforming Raw Data into Information.
20. Basic Data Analysis: Descriptive Statistics.
21. Univariate Statistical Analysis.
22. Bivariate Statistical Analysis: Differences Between Two Variables.
23. Bivariate Statistical Analysis: Measures of Association.
24. Introducing Multivariate Statistical Analysis.
25. Communicating Research Results: Research Report, Oral Presentation, and Research Follow-Up. PART
VII: COMPREHENSIVE CASES WITH COMPUTERIZED DATABASES. Appendix: Statistical Tables. Glossary of Frequently Used Symbols. Glossary u Endnotes.
EAN: 9780324788617
ISBN: 0324788614
Untertitel: International ed of 10th Revised ed. col. Illustrations. Sprache: Englisch.
Verlag: Cengage Learning, Inc
Erscheinungsdatum: Juni 2009
Seitenanzahl: 736 Seiten
Format: kartoniert
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