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

Essentials of Marketing Research (6版)

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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