Introducing Marketing Research
Explaining the Marketing Research Process
Describing Characteristics of the Marketing Research Industry
Defining the Problem and Determining Research Objectives
Understanding Research Design
Using Secondary Data and Online Information Databases
Comprehending Standardized Information Sources
Utilizing Exploratory and Qualitative Research Techniques
Evaluating Survey Data Collection Methods
Understanding Measurement in Marketing Research
Developing Questions and Designing the Questionnaire
Determining How to Select the Sample
Determining the Size of a Sample
Dealing with Field work and Data Quality Issues
Using Basic Descriptive Analysis
Performing Population Estimates and Hypothesis Tests
Implementing Basic Differences Tests
Making Use of Associations Tests
Understanding Regression Analysis Basics
Preparing the Research Report and Presentation
Table of Contents provided by Publisher. All Rights Reserved.
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$ 1176 ～ 1200 | 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  共 3 筆 → 查價格、看圖書介紹
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圖書名稱：Markeintg Research 6/E （S-PIE）
For undergraduate marketing research courses. The "nuts and bolts" of marketing research. Marketing Research gives students a "nuts and bolts" understanding of marketing research and provides them with extensive information on how to use it. Written at a level first-time marketing research students understand, this text provides the basic fundamentals of the statistical procedures used to analyze data without dwelling on the more complex and intricate concepts. The sixth edition now includes new case ideas contributed from innovative professors, updated insight from industry professionals, and current information on how marketing research is being practiced today.
目錄
Introducing Marketing Research
Explaining the Marketing Research Process
Describing Characteristics of the Marketing Research Industry
Defining the Problem and Determining Research Objectives
Understanding Research Design
Using Secondary Data and Online Information Databases
Comprehending Standardized Information Sources
Utilizing Exploratory and Qualitative Research Techniques
Evaluating Survey Data Collection Methods
Understanding Measurement in Marketing Research
Developing Question...
Explaining the Marketing Research Process
Describing Characteristics of the Marketing Research Industry
Defining the Problem and Determining Research Objectives
Understanding Research Design
Using Secondary Data and Online Information Databases
Comprehending Standardized Information Sources
Utilizing Exploratory and Qualitative Research Techniques
Evaluating Survey Data Collection Methods
Understanding Measurement in Marketing Research
Developing Question...
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商品資料
- 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 ISBN/ISSN：0137135998
- 語言：英文 裝訂方式：平裝 頁數：672頁
- 類別： 中文書> 商業> 市場行銷
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