1.Practical, application-oriented approach:concisely written and designed for use alongside cases and other course projects.
2.Running Case & SPSS Data Sets: For the fourth edition additional variables have been added to the Santa Fe Grill and Jose’s Southwestern Café running cases.
3.New Marketing Dashboard: features throughout focus on timely, thought-provoking issues, including ethics, privacy, and online data collection, the roles of Twitter and LinkedIn, and more!
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Essentials of Marketing Research(4版)的圖書 |
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Essentials of Marketing Research 作者：Joseph F. Hair,Jr.、Mary Celsi、David J. Ortinau、Robert P. Bush 出版社：華泰文化 出版日期：2017-04-05 語言：繁體/中文 |
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圖書介紹 - 資料來源：博客來 評分：
圖書名稱：Essentials of Marketing Research(4版)
內容簡介
作者介紹
作者簡介
Joseph F. Hair, Jr.
現職：University of South Alabama
Mary Celsi
現職：California State University-Long Beach
David J. Ortinau
現職：University of South Florida
Robert P. Bush
現職：Houston Baptist University
Joseph F. Hair, Jr.
現職：University of South Alabama
Mary Celsi
現職：California State University-Long Beach
David J. Ortinau
現職：University of South Florida
Robert P. Bush
現職：Houston Baptist University
目錄
PART Ⅰ: THE ROLE AND VALUE OF MARKETING RESEARCH INFORMATION
Ch 1 Marketing Research for Managerial Decision Making
Ch 2 The Marketing Research Process and Proposals
PART Ⅱ: DESIGNING THE MARKETING RESEARCH PROJECT
Ch 3 Secondary Data, Literature Reviews and Hypotheses
Ch 4 Exploratory Research Designs and Data Collection Approaches
Ch 5 Descriptive and Casual Research Designs
PART Ⅲ: GATHERING AND COLLECTING ACCURATE DATA
Ch 6 Sampling: Theory and Methods
Ch 7 Measurement and Scaling
Ch 8 Designing the Questionnaire
PART Ⅳ: DATA PREPARATION, ANALYSIS AND REPORTING THE RESULTS
Ch 9 Qualitative Data Analysis
Ch10 Preparing Data for Quantitative Analysis
Ch11 Basic Data Analysis for Quantitative Research
Ch12 Examining Relationships in Quantitative Research
Ch13 Communicating Marketing Research Findings
Ch 1 Marketing Research for Managerial Decision Making
Ch 2 The Marketing Research Process and Proposals
PART Ⅱ: DESIGNING THE MARKETING RESEARCH PROJECT
Ch 3 Secondary Data, Literature Reviews and Hypotheses
Ch 4 Exploratory Research Designs and Data Collection Approaches
Ch 5 Descriptive and Casual Research Designs
PART Ⅲ: GATHERING AND COLLECTING ACCURATE DATA
Ch 6 Sampling: Theory and Methods
Ch 7 Measurement and Scaling
Ch 8 Designing the Questionnaire
PART Ⅳ: DATA PREPARATION, ANALYSIS AND REPORTING THE RESULTS
Ch 9 Qualitative Data Analysis
Ch10 Preparing Data for Quantitative Analysis
Ch11 Basic Data Analysis for Quantitative Research
Ch12 Examining Relationships in Quantitative Research
Ch13 Communicating Marketing Research Findings
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