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Marketing Research: Methodological Foundation(Original)
作者：
Gilbert A Churchill Dawn Iacobucci
分類：
外文書籍
／
綜論
出版社：
South Western
出版日期：2012/2/24
ISBN：9781439081013
書籍編號：kk0486174
頁數：604
定價：
1250
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Marketing Research: Methodological Foundation(Original) 1. Proven "Questions to Guide your Learning" Learning Objectives ensure students focus: Clear, focused Learning Objectives at the beginning of each chapter increase student comprehension and ensure your students concentrate their efforts on key marketing research skills. 2. Margin call-outs highlight key topics and skills: "Key Point" margin notes further direct students’ attention to today’s most important market research topics. 3. "Research Realities" emphasize captivating examples from today’s businesses: Actual real examples of research at work in marketing and business today provide students with a realistic view of what to expect when they enter the real world. 4. Ethical dilemma activities help students apply their skills: Real ethical challenges facing business today provide exceptional opportunities for students to apply what they have learned regarding market research and the important role of ethics. 5. Variety of proven learning features ensure student comprehension: Discussion Questions, Application Problems, End-of-Part Cases, and Chapter Appendixes reinforce learning with hands-on practice and additional explanations to make certain each student fully understands the most important topics in marketing research today.
Gilbert A Churchill Dawn Iacobucci 作者：Dawn Iacobucci 現職：Vanderbilt University 作者：Gilbert A. Churchill, Jr. 現職：University of Wisconsin
PART I: MARKETING RESEARCH AND THE RESEARCH PROCESS Ch 1 Marketing Research: It’s Everywhere! Ch 2 Alternative Approaches to Marketing Intelligence Ch 3 The Research Process and Problem Formulation Cases PART II: DETERMINING RESEARCH DESIGN Ch 4 Research Design, Exploratory Research, and Qualitative Data Ch 5 Descriptive Research Ch 6 Casual Designs Cases PART III: DESIGN DATA COLLECTION METHODS AND FORMS Ch 7 Data Collection: Secondary Data Ch 8 Data Collection: Primary Data Ch 9 Questionnaires and Data-Collection Forms Ch10 Attitude Measurement Cases PART IV: SAMPLE DESIGNS FOR DATA COLLECTION AND SAMPLE SIZE Ch11 Sampling Procedures Ch12 Determining Sample Size Ch13 Field Procedures for Collecting the Data Cases Part V: DATA ANALYSIS AND INTERPRETATION Ch14 Preprocessing the Data, and Doing Cross-Tabs Ch15 Data Analysis--Basic Questions Ch16 Are My Groups The Same or Different? Ch17 Are These Variables Related? Ch18 Multivariate Data Analysis Cases Part VI: THE RESEARCH REPORT Ch19 The Research Report
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