Essentials of Marketing Research
(Sprache: Englisch)
Introduction to the concepts of marketing research. This book discusses developments in the areas of qualitative data analysis and marketing decisions support systems. It covers Internet databases, the use of Internet, and increased references to journal...
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Introduction to the concepts of marketing research. This book discusses developments in the areas of qualitative data analysis and marketing decisions support systems. It covers Internet databases, the use of Internet, and increased references to journal articles. It is aimed at undergraduates studying marketing research and MBA students.
Inhaltsverzeichnis zu „Essentials of Marketing Research “
1. The nature of marketing research 2. Planning the research project 3. Secondary data 4. Sampling 5. Surveys 6. Measurement and scaling 7. Questionnaires 8. Qualitative research 9. Observations and experiments 10. Quantitative data analysis 11. Qualitative data analysis 12. Evaluating, reports and presentation 13. Applied marketing research 14. Marketing research settings: business-to-business, services and internal marketing 15. Global marketing research 16. Marketing decision-support systems Further case studies Glossary Bibliography Index
Bibliographische Angaben
- Autor: Tony Proctor
- 2005, 4th ed., rev., XXIII, 591 Seiten, Maße: 19 x 25 cm, Kartoniert (TB), Englisch
- Verlag: Financial Times Prent.Int
- ISBN-10: 0273694944
- ISBN-13: 9780273694946
Sprache:
Englisch
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