Marketing Research
(Sprache: Englisch)
In an industry undergoing changes, great opportunities are being created for Marketing Researchers to use their skills to solve the challenges of business environment. This work attempts to help you understand those challenges, build your talents and...
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In an industry undergoing changes, great opportunities are being created for Marketing Researchers to use their skills to solve the challenges of business environment. This work attempts to help you understand those challenges, build your talents and develop your own insights. It also includes a CD of the software applications SNAP and XSight.
Inhaltsverzeichnis zu „Marketing Research “
Preface and guided tour Publisher's acknowledgements About the authors 1. Introduction to marketing research 2. Defining the marketing research problem and developing a research approach 3. Research design 4. Secondary data collection and analysis 5. Internal secondary data and the use of databases 6. Qualitative research: its nature and approaches 7. Qualitative research: focus group discussions 8. Qualitative research: depth interviewing and projective techniques 9. Qualittiave research: data analysis 10. Survey and quantitative observation techniques 11. Causal research design: experimentation 12. Measurement and scaling: fundamentals, comparative and non-comparative scaling 13. Questionnaire design 14. Sampling: design and procedures 15. Sampling: final and initial sample size determination 16. Survey fieldwork 17. Data preparation 18. Frequency distribution, cross-tabulation and hypothesis testing 19. Analysis of variance and covariance 20. Correlation and regression 21. Discriminant analysis 22. Factor analysis 23. Cluster analysis 24. Multidimensional scaling and conjoint analysis 25. Report preparation and presentation 26. International marketing research 27. Business-to-business (b2) marketing research Appendix: Statistical tables Glossary Index
Bibliographische Angaben
- Autoren: Naresh K. Malhotra , David F. Birks
- 2007, 3rd ed., XXI, 835 Seiten, mit Schwarz-Weiß-Abbildungen, Maße: 19,5 x 26,4 cm, Kartoniert (TB), Englisch
- Verlag: Financial Times Prent.Int
- ISBN-10: 0273706896
- ISBN-13: 9780273706892
Sprache:
Englisch
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