For the undergraduate Marketing Research course.Marketing Research is the global leader in marketing research because it demonstrates how to use statistical tools in an intuitive manner.
目 錄
CONTENTS:
CHAPTER 1 Introduction to Marketing Research
CHAPTER 2 The Marketing Research Process
CHAPTER 3 The Marketing Research Industry
CHAPTER 4 Defining the Problem and Determing Research Objectives
CHAPTER 5 Research Design
CHAPTER 6 Using Secondary Data and Online Information Databases
CHAPTER 7 Standardized Information Sources
CHAPTER 8 Observation, Focus Groups, and Other Qualitative Methods
CHAPTER 9 Survey Data Collection Methods
CHAPTER 10 Measurement in Marketing Research
CHAPTER 11 Designing The Questionnaire
CHAPTER 12 Determining How to Select the Sample
CHAPTER 13 Determining the Size of a Sample
CHAPTER 14 Data Collection in the Field, Nonresponse Error, and Questionnaire Screening
CHAPTER 15 Basic Data Analysis: Descriptive Statistics
CHAPTER 16 Generalizing a Sample’s Findings to Its Population and Testing Hypotheses about Percents and Means
CHAPTER 17 Testing for Differences Between Two Groups or Among More Than Two Groups
CHAPTER 18 Determining and Interpreting Associations among Variables
CHAPTER 19 Regression Analysis in Marketing Research
CHAPTER 20 The Marketing Research Report: Preparation and Presentation
