Marketing Research: Methodological Foundation (10 Ed.) | 誠品線上

Marketing Research: Methodological Foundation (10 Ed.)

內容簡介

內容簡介 1. Proven ""Questions to Guide your Learning"" Learning Objectives ensure students focus: Clear, focused Learning Objectives at the beginning of each chapter increase student comprehension and ensure your students concentrate their efforts on key marketing research skills. 2. Margin call-outs highlight key topics and skills: ""Key Point"" margin notes further direct students' attention to today's most important market research topics. 3. ""Research Realities"" emphasize captivating examples from today's businesses: Actual real examples of research at work in marketing and business today provide students with a realistic view of what to expect when they enter the real world. 4. Ethical dilemma activities help students apply their skills: Real ethical challenges facing business today provide exceptional opportunities for students to apply what they have learned regarding market research and the important role of ethics. 5. Variety of proven learning features ensure student comprehension: Discussion Questions, Application Problems, End-of-Part Cases, and Chapter Appendixes reinforce learning with hands-on practice and additional explanations to make certain each student fully understands the most important topics in marketing research today.

作者介紹

作者介紹 ■作者簡介Dawn Iacobucci現職：Vanderbilt UniversityGilbert A. Churchill, Jr.現職：University of Wisconsin

產品目錄

產品目錄 PART I: MARKETING RESEARCH AND THE RESEARCH PROCESSCh 1 Marketing Research: It's Everywhere!Ch 2 Alternative Approaches to Marketing IntelligenceCh 3 The Research Process and Problem FormulationCasesPART II: DETERMINING RESEARCH DESIGNCh 4 Research Design, Exploratory Research, and Qualitative DataCh 5 Descriptive ResearchCh 6 Casual DesignsCasesPART III: DESIGN DATA COLLECTION METHODS AND FORMSCh 7 Data Collection: Secondary DataCh 8 Data Collection: Primary DataCh 9 Questionnaires and Data-Collection FormsCh10 Attitude MeasurementCasesPART IV: SAMPLE DESIGNS FOR DATA COLLECTION AND SAMPLE SIZECh11 Sampling ProceduresCh12 Determining Sample SizeCh13 Field Procedures for Collecting the DataCasesPart V: DATA ANALYSIS AND INTERPRETATIONCh14 Preprocessing the Data, and Doing Cross-TabsCh15 Data Analysis--Basic QuestionsCh16 Are My Groups The Same or Different?Ch17 Are These Variables Related?Ch18 Multivariate Data AnalysisCasesPart VI: THE RESEARCH REPORTCh19 The Research Report

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最佳賣點 : 行銷研究