bebooks.pl

Exploring Marketing Research 8e Zikmund

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