簡介 Essentials of Marketing Research uses an application-oriented approach to equip students with tools and skills necessary to solve business problems and maximize opportunities. The authors' years of practical market research experience is evidenced thorough their treatment of qualitative research, to their coverage of sample size rules-of-thumb, background literature reviews, and new market research tools and techniques. This latest 6th edition gives students a strong command of market research principles, while being concise enough for cases & other course projects. A continuing case and corresponding data sets included. 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 and Observational Research Designs and Data Collection Approaches Ch 5 Descriptive, Predictive and Causal 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