Marketing Research
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品牌: Carl McDaniel Jr.Roger Gates
基本信息出版社:Wiley; 9th Edition International Student Version (2012年2月14日)平装:736页正文语种:英语ISBN:1118112717条形码:9781118112717商品尺寸:20.5 x 2.3 x 25 cm商品重量:1.2 KgASIN:1118112717商品描述内容简介This new edition of Gates and McDaniel′sMarketing Researchbetter prepares users how to use marketing research in the real business world with real data, people, and research. The text is enhanced with new coverage of mobile applications, more coverage of data mining and analytics, and coverage of how to use social media such as Facebook and Twitter for marketing research.Co–authors McDaniel and Gates are widely respected in the marketing research community because their product takes a practical and applied approach, as opposed to other products in the market that take a more theoretical approach. Real people are represented by Gates′ contribution to the product as he provides insights into the secrets of conducting effective focus groups and questionnaires. The real research used by the authors is drawn from Survey Sampling International (SSI). SSI is the world leader in sampling solutions.目录1) Introduction to Marketing Research
2) Ethical Decision Making in the Marketing Research Industry
3) Steps in the Research Process
4) Using Secondary Data
5) Focus Groups, Depth Interviews, and Other Non-quantitative Research Methods
6) Methods of Survey Research
7) Using the Internet for Marketing Research
8) Ethnography, Scanner-based Research, and Other Observation Techniques
9) Primary Data Collection: Experimentation and Test Markets
10) The Importance of Proper Measurement
11) Attitude Measurement
12) Questionnaire Design
13) Basic Sampling Issues
14) Sample Size Determination
15) Data Processing and Fundamental Data Analysis
16) Statistical Testing of Differences and Relationships
17) Bivariate Correlation and Regression
18) Multivariate Data Analysis
19) The Research Report
20) Planning, Organizing, and Controlling the Research Function