عنوان
پدید آورنده
موضوع
رده
کتابخانه
محل استقرار
0273695304
9780273695301
b605843
Marketing research :
[Book]
an applied approach
Naresh K Malhotra
Rev. 2nd European ed
Harlow, England
Financial Times/Prentice Hall
2005
xxiii, 753 s. : illustrations ( pbk) + 1 cd-rom
Med litteraturhenvisninger; 1. Introduction to marketing research 2. Defining the marketing research problem and developing a research approach 3. Research design 4. Secondary data collection and analysis 5. Internal secondary data and the use of databases 6. Qualitative research: its nature and approaches 7. Qualitative research: focus group discussions 8. Qualitative research: depth interviewing and projective techniques 9. Qualitative research: data analysis 10. Survey and quantitative observation techniques 11. Causal research design: experimentation 12. Measurement and scaling: fundamentals, comparative and non-comparative scaling 13. Questionnaire design 14. Sampling: design and procedures 15. Sampling: final and initial sample size determination 16. Survey fieldwork 17. Data preparation 18. Frequency distribution, cross-tabulation and hypothesis testing 19. Analysis of variance and covariance 20. Correlation and regression 21. Discriminant analysis 22. Factor analysis 23. Cluster analysis 24. Multidimensional scaling and conjoint analysis 25. Report preparation and presentation 26. International marketing research 27. Business-to-business (b2) marketing research
Written for students studying market research at both undergraduate and postgraduate levels, this book provides a comprehensive commentary on this increasingly important subject. It includes a CD-ROM containing valuable SNAP and XSIGHT Software demos, to enhance understanding of quantitative and qualitative aspects of marketing research.
Marketing research
Marketing research -- Methodology.
Marketing research.
Naresh K Malhotra
David F Birks
Naresh K Malhotra
مطالعه متن کتاب [Book]
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