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Marketing Research: An applied approach

Marketing Research: An applied approach

Autorzy
Wydawnictwo Pearson Education Limited
Data wydania 06/06/2017
Liczba stron 976
Forma publikacji książka w miękkiej oprawie
Poziom zaawansowania Dla szkół wyższych i kształcenia podyplomowego
ISBN 9781292103129
Kategorie Badania marketingowe
Zastąpiona przez 9781292308722
293.44 PLN (z VAT)
$74.32 / €65.59 / £58.79 /
Produkt na zamówienie
Dostawa 3-4 tygodnie
Ilość
Do schowka

Opis książki

Offering a clear explanation and discussion of concepts and valued for its comprehensive nature, the European version of this text is much valued for its wealth of European and International case material, which is why we see strong sales of this title in both the UK as well as Europe.

Marketing Research: An applied approach

Spis treści

1. Introduction to marketing research

2. Defining the marketing research problem and developing a research approach

3. Research design

4. Secondary data collection and analysis

5. Internal secondary data and analytics

6. Qualitative research: its nature and approaches

7. Qualitative research: focus group discussions

8. Qualitative research: in-depth interviewing and projective techniques

9. Qualitative research: data analysis

10. Survey and quantitative observation techniques

11. Causal research design: experimentation

12. Measurement and scaling: fundamentals, comparative and non-comparative scaling

13. Questionnaire design

14. Sampling: design and procedures

15. Sampling: final and initial sample size determination

16. Survey fieldwork

17. Social Media research

18. Mobile research

19. Data integrity

20. Frequency distribution, cross-tabulation and hypothesis testing

21. Analysis of variance and covariance

22. Correlation and regression

23. Discriminant and logit analysis

24. Factor analysis

25. Cluster analysis

26. Multidimensional scaling and conjoint analysis

27. Structural equation modelling and path analysis

28. Communicating Research Findings

29. Business-to-business (b2b) marketing research

20. Research ethics

Glossary

Index

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