MARKETING RESEARCH9/e (9版)

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Marketing Research, Global Edition ISBN13：9781292318042 出版社：Pearson Education Limited 作者：Alvin C. Burns;Ronald F. Bush 裝訂／頁數：平裝／528頁 規格：25.5cm*20.3cm*2cm (高/寬/厚) 版次：9 出版日：2019/09/06 內容簡介 For courses in global marketing. A conceptual approach and introduction to the field of marketing research Written with an emphasis on the practical application of marketing research methods, Marketing Research teaches the basic fundamental statistical techniques needed to analyse market data. The 9th Edition has been updated to offer the most current insights on forces shaping marketing research, including the widespread adoption of infographics, a pronounced shift toward mobile marketing research, and the impact of big data. Additionally, an updated and integrated case study throughout the text helps students relate the material to the real world -- and their future careers. 目錄 1. Introduction to Marketing Research 2. The Marketing Research Industry 3. The Marketing Research Process and Defining the Problem and Research Objectives 4. Research Design 5. Secondary Data and Packaged Information 6. Qualitative Research Techniques 7. Evaluating Survey Data Collection Methods 8. Understanding Measurement, Developing Questions, and Designing the Questionnaire 9. Selecting the Sample 10. Determining the Size of a Sample 11. Dealing with Field Work and Data Quality Issues 12. Using Descriptive Analysis, Performing Population Estimates, and Testing Hypotheses 13. Implementing Basic Differences Tests 14. Making Use of Associations Tests 15. Understanding Regression Analysis Basics 16. Communicating Insights