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Marketing Research: An Applied Orientation, Global Edition

Marketing Research: An Applied Orientation, Global Edition

Autorzy
Wydawnictwo Pearson Education Limited
Data wydania 05/03/2019
Wydanie 7
Liczba stron 888
Forma publikacji książka w miękkiej oprawie
Poziom zaawansowania Dla szkół wyższych i kształcenia podyplomowego
ISBN 9781292265636
Kategorie Badania marketingowe
295.58 PLN (z VAT)
$76.01 / €68.01 / £62.99 /
Produkt na zamówienie
Przesyłka w 3-4 tygodnie
Ilość
Do schowka

Opis książki

For undergraduate and graduate courses in marketing research. An applied and practical marketing research text With a do-it-yourself, hands-on approach, Marketing Research: An Applied Orientation illustrates the interaction between marketing research decisions and marketing management decisions. This text uses a practical six-step framework for conducting marketing research, utilizing a variety of marketing companies to highlight qualitative and quantitative research strategies. The 7th Edition provides current, contemporary, and illustrative material sensitive to user needs. And with detailed emphasis on how to run the SPSS and SAS programs, marketing research students obtain the most extensive help available on this industry.

Marketing Research: An Applied Orientation, Global Edition

Spis treści

PART I: INTRODUCTION AND EARLY PHASES OF MARKETING RESEARCH

1. Introduction to Marketing Research

2. Defining the Marketing Research Problem and Developing an Approach



PART II: RESEARCH DESIGN FORMULATION

3. Research Design

4. Exploratory Research Design: Secondary and Syndicated Data

5. Exploratory Research Design: Qualitative Research

6. Descriptive Research Design: Survey and Observation

7. Causal Research Design: Experimentation

8. Measurement and Scaling: Fundamentals and Comparative Scaling

9. Measurement and Scaling: Noncomparative Scaling Techniques

10. Questionnaire and Form Design

11. Sampling: Design and Procedures

12. Sampling: Final and Initial Sample Size Determination



PART III: DATA COLLECTION, PREPARATION, ANALYSIS, AND REPORTING

13. Fieldwork

14. Data Preparation

15. Frequency Distribution, Cross-Tabulation, and Hypothesis Testing

16. Analysis of Variance and Covariance

17. Correlation and Regression

18. Discriminant and Logit Analysis

19. Factor Analysis

20. Cluster Analysis

21. Multidimensional Scaling and Conjoint Analysis

22. Structural Equation Modeling and Path Analysis

23. Report Preparation and Presentation



CASES

1.1. HP: Using Marketing Research to Gain a Competitive Edge

2.1. Baskin-Robbins: Can It Bask in the Good 'Ole Days?

2.2. Kid Stuff? Determining the Best Positioning Strategy for Akron Children's Hospital

3.1. AT&T Wireless: Ma Bell Becomes Ma Again

3.2. IBM: A Top Provider of Computer Hardware, Software, and Services

3.3. Kimberly-Clark: Competing Through Innovation

4.1. JPMorgan Chase: Chasing Growth Through Mergers and Acquisitions

4.2. Wendy's: History and Life After Dave Thomas

5.1. The Harvard Graduate Student Housing Survey

5.2. BizRate.Com

5.3. Cola Wars Continue: Coke and Pepsi in the Twenty-First Century

5.4. TiVo in 2002

5.5. Compaq Computer: Intel Inside?

5.6. The New Beetle

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