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Marketing Research Essentials 4e McDaniel, Gates

Stan

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.