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Minimalne ślady używania na okładce. Wewnątrz bez zaznaczeń.

O książce

Autorzy opisują podstawowe zagadnienia z zakresu badań marketingowych, takie jak: projektowanie badania, zbiór danych i ich analiza.

Spis treści

PART ONE: AN INTRODUCTION TO MARKETING RESEARCH.

The Role of Marketing Research in Management Decision Making.
Problem Definition and the Research Process.

PART TWO. CREATING A RESEARCH DESIGN.

Secondary Data and Databases.
Qualitative Research.
Survey Research: The Profound Impact of the Internet.
Primary Data Collection: Observation.
Primary Data Collection: Experimentation.

PART THREE. DATA ACQUISITION.

The Concept of Measurement and Attitude Scales.
Questionnaire Design.
Basic Sampling Issues.
Sample Size Determination.

PART FOUR. DATA ANALYSIS.

Data Processing, Fundamental Data Analysis, and the Statistical Testing of Differences.
Bivariate Correlation and Regression.

PART FIVE. MARKETING RESEARCH IN ACTION.

Communicating the Research Results.
Managing Marketing Research and Research Ethics.
Appendix. Statistical Tables.

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Minimalne ślady używania na okładce. Bez zaznaczeń.

O książce

Why is BASIC MARKETING RESEARCH the best-selling marketing textbook? Because it's written to your perspective as a student. Authors Churchill and Brown know that for a marketing textbook to be effective, students have to be able to understand it. And they've achieved that time and again. This edition is packed with the features that made it a best-seller in the first place, from study tools to updated content to an easy-to-read writing style. Plus, in this volume you'll learn more about how experts gather data and how to use it yourself to turn greater profits.

Spis treści

Part I. Introduction to Marketing Research and Problem Definition.

1. Role of Marketing Research.
2. Gathering Marketing Intelligence.
3. Process of Marketing Research.
4. Problem Formulation.

Part II. Research Design.

5. Types of Research Design and Exploratory Research.
6. Descriptive and Causal Research Designs.

Part III. Data-Collection Methods.

7. Secondary Data.
8. Standardized Marketing Information Services.
9. Collecting Primary Data.
10. Collecting Information by Questionnaire.
11. Collecting Information by Observation.

Part IV. Data Collection Forms.

12. Designing the Questionnaire or Observation Form.
13. Measurement Basics.
14. Measuring Attitudes, Perceptions, and Preferences.

Part V. Sampling and Data Collection.

15. Types of Samples and Simple Random Sampling.
16. Stratified and Cluster Sampling.
17. Sample Size.
18. Collecting the Data: Field Procedures and Nonsampling Errors.

Part VI. Data Analysis.

19. Data Analysis: Preliminary Steps.
20. Data Analysis: Examining Differences.
21. Data Analysis: Investigating Associations.

Part VII. Research Reports.

22. The Written Research Report.
23. The Oral Research Report.

Stan

Minimalne slady używania na okładce. Wewnątrz bez zaznaczeń.

O książce

Spojrzenie "makro-mikro-makro" na badania marketingowe i ich wpływ na działania marketingowe firmy. Tekst zaczyna się (makro) opisem badań marketingowych, narzędzi i podstawowych teorii oraz ich użyteczności dla działań firmy. Następnie (mikro) czytelnik ma okazję zapoznać się ze szczegółowym opisem sprocesów badawczych, takich jak: wybór i projektowanie narzędzi badawczych, przeprowadzanie badania, analiza danych.

Dla studentów i praktyków.

Spis treści

Pt. I Nature and Scope of Marketing Research

Ch. 1 A Decision-Making Perspective on Marketing Research 1
Ch. 2 Marketing Research in Practice 22
Ch. 3 The Marketing Research Process 41
Ch. 4 Research Design and Implementation 71

Pt. II Data Collection

Ch. 5 Secondary Sources of Marketing Data 105
Ch. 6 Standardized Sources of Marketing Data 132
Ch. 7 Marketing Research on the Internet 160
Ch. 8 Information Collection: Qualitative and Observational Methods 186
Ch. 9 Information from Respondents: Issues in Data Collection 217
Ch. 10 Information from Respondents: Survey Methods 234
Ch. 11 Attitude Measurement 272
Ch. 12 Designing the Questionnaire 306
Ch. 13 Experimentation 337
Ch. 14 Sampling Fundamentals 372
Ch. 15 Sample Size and Statistical Theory 405

Pt. III Data Analysis

Ch. 16 Fundamentals of Data Analysis 438
Ch. 17 Hypothesis Testing: Basic Concepts and Tests of Associations 461
Ch. 18 Hypothesis Testing: Means and Proportions 482

Pt. IV Special Topics in Data Analysis

Ch. 19 Correlation Analysis and Regression Analysis 523
Ch. 20 Discriminant and Canonical Analysis 559
Ch. 21 Factor and Cluster Analysis 582
Ch. 22 Multidimensional Scaling and Conjoint Analysis 615
Ch. 23 Presenting the Results 645

Pt. V Applications

Ch. 24 Traditional Applications of Marketing Research: Product Price, Distribution, and Promotion 664
Ch. 25 Contemporary Applications of Marketing Research 706
Ch. 26 Emerging Applications of Marketing Research: Database Marketing and Relationship Marketing 731

Appendix: Tables 749
Glossary 757
Index 767

Stan

Niewielkie ślady używania na okładce. Wewnątrz bez zaznaczeń.

O książce

Spojrzenie "makro-mikro-makro" na badania marketingowe i ich wpływ na działania marketingowe firmy. Tekst zaczyna się (makro) opisem badań marketingowych, narzędzi i podstawowych teorii oraz ich użyteczności dla działań firmy. Następnie (mikro) czytelnik ma okazję zapoznać się ze szczegółowym opisem sprocesów badawczych, takich jak: wybór i projektowanie narzędzi badawczych, przeprowadzanie badania, analiza danych.

Dla studentów i praktyków.

Spis treści

Ch. 1 A Decision-Making Perspective on Marketing Intelligence 1
Ch. 2 Marketing Research in Practice 26
Ch. 3 The Marketing Research Process 43
Ch. 4 Research Design and Implementation 73
Ch. 5 Secondary Sources of Marketing Data 105
Ch. 6 Standardized Sources of Marketing Data 131
Ch. 7 Marketing Research on the Internet 160
Ch. 8 Information Collection: Qualitative and Observational Methods 188
Ch. 9 Information from Respondents: Issues in Data Collection 226
Ch. 10 Information from Respondents: Survey Methods 242
Ch. 11 Attitude Measurement 281
Ch. 12 Designing the Questionnaire 312
Ch. 13 Experimentation 340
Ch. 14 Sampling Fundamentals 372
Ch. 15 Sample Size and Statistical Theory 402
Ch. 16 Fundamentals of Data Analysis 432
Ch. 17 Hypothesis Testing: Basic Concepts and Tests of Associations 453
Ch. 18 Hypothesis Testing: Means and Proportions 472
Ch. 19 Correlation Analysis and Regression Analysis 509
Ch. 20 Discriminant and Canonical Analysis 541
Ch. 21 Factor and Cluster Analysis 562
Ch. 22 Multidimensional Scaling and Conjoint Analysis 593
Ch. 23 Presenting the Results 620
Ch. 24 Traditional Applications of Marketing Research: Product, Price, Distribution, and Promotion 637
Ch. 25 Contemporary Applications of Marketing Research: Competitive Advantage, Brand Equity, Customer Satisfaction, and Total Quality Management 676
Ch. 26 Emerging Applications of Marketing Intelligence: Database Marketing, E-Commerce, Relationship Marketing, and Marketing Intelligence 702

Glossary 753
Index 763

Stan

Książka wygląda jak nowa.

O książce

Jeden z najpopularniejszych na rynku amerykańskim podręcznik do nauki badań marketingowych. Kompleksowe omówienie tematu, charakteryzujące się przystępną formą i wieloma przykładami działań rzeczywistych organizacji.

Spis treści

Part 1 Introduction
 
Chapter 1 The Role of Marketing Research 1
Chapter 2 Information Systems and Knowledge Management 25
Chapter 3 The Marketing Research Process 48
Chapter 4 The Human Side of Marketing Research: Organizational and Ethical Issues 70

Part 2 Beginning Stages of the Research Process
 
Chapter 5 Problem Definition and the Research Process 100
Chapter 6 Exploratory Research and Qualitative Analysis 119
Chapter 7 Secondary Data Research in a Digital Age 148

Part 3 Research Designs for Collecting Primary Data
 
Chapter 8 Survey Research: An Overview 185
Chapter 9 Survey Research: Basic Methods of Communication with Respondents 211
Chapter 10 Observation 249
Chapter 11 Experimental Research: An Overview 270
Chapter 12 Test Marketing and Complex Experiments 299

Part 4 Measurement Concepts

Chapter 13 Measurement 323
Chapter 14 Attitude Measurement 339
Chapter 15 Questionnaire Design 364

Part 5 Sampling and Fieldwork
 
Chapter 16 Sampling Designs and Sampling Procedures 415
Chapter 17 Determination of Sample Size: A Review of Statistical Theory 445
Chapter 18 Fieldwork 475

Part 6 Data Analysis and Presentation 

Chapter 19 Editing and Coding: Transforming Raw Data into Information 499
Chapter 20 Basic Data Analysis: Descriptive Statistics 524
Chapter 21 Univariate Statistical Analysis 555
Chapter 22 Bivariate Statistical Analysis: Tests of Differences 574
Chapter 23 Bivariate Statistical Analysis: Measures of Association 607
Chapter 24 Multivariate Statistical Analysis 631
Chapter 25 Communicating Research Results: Research Report, Oral Presentation, and Research Follow-Up 651

Part 7 Comprehensive Cases with Computerized Databases 

Appendix Statistical Tables 707
Glossary of Frequently Used Symbols 715
Glossary of Terms 716
Endnotes 729
Credits 739
Index 740