alvin c. burns & ronald f. bush

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Markeintg Research 6/E （S-PIE）
作者：Alvin C. Burns & Ronald F. Bush　
出版社：全華圖書股份有限公司
出版日期：2009-08-28
語言：繁體書

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圖書名稱：MARKETING RESEARCH 6/E (S-PIE)

內容簡介

本書特色

　　1. The Global Edition contains five new case studies contributed with international authorship covering global topics.

　　2. Integrated Case—Advanced Automotive Concepts (AAC). Students using this case will learn how to examine attitudes and opinions that are important in consumer choice, the models most preferred, and market segment difference between the different models—helping them see the entire process of how a business would use marketing research.

　　3. Chapter 4 Rewritten to Reflect How Research is Done Today.

　　4. Chapter 11 now features a section on the specific use of Qualtrics Online Surveying Software. This software enables students to create and distribute real research surveys.

　　5. Full Integration of SPSS 17.0.

　　6. Updated. Current Insights from Industry Professionals.

　　7. Online Data Analysis Modules.

Ch 1: Introducing Marketing Research
Ch 2: Explaining the Marketing Research Process
Ch 3: Describing Characteristics of the Marketing Research Industry
Ch 4: Defining the Problem and Determining Research Objectives
Ch 5: Understanding Research Design
Ch 6: Using Secondary Data and Online Information Databases
Ch 7: Comprehending Standardized Information Sources
Ch 8: Utilizing Exploratory and Qualitative Research Techniques
Ch 9: Evaluating Survey Data Collection Methods
Ch 10: Understanding Measurement in Marketing Research
Ch 11: Developing Questions and Designing the Questionnaire
Ch 12: Determining How to Select the Sample
Ch 13: Determining the Size of a Sample
Ch 14: Dealing with Field work and Data Quality Issues
Ch 15: Using Basic Descriptive Analysis
Ch 16: Performing Population Estimates and Hypothesis Tests
Ch 17: Implementing Basic Differences Tests
Ch 18: Making Use of Associations Tests
Ch 19: Understanding Regression Analysis Basics
Ch 20: Preparing the Research Report and Presentation