Exploring Marketing Research

av William Zikmund  (häftad, 2009)

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Exploring Marketing Research (häftad)

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  • Häftad (paperback)
  • Språk: Engelska
  • Antal sidor: 736
  • Utg.datum: 2009-06-28
  • Upplaga: 10
  • Förlag: South Western College
  • Medarbetare: Babin, Barry
  • Illustrationer: col. Illustrations
  • Antal komponenter: 1
  • ISBN: 9780324788617

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Recensioner i media

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.

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Innehållsförteckning

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 Endnotes.

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