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Bücher Englische Bücher Wissen & Bildung Sozialwissenschaft, Recht, Wirtschaft Wirtschaft Werbung & Marketing Marketing Research Essentials
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Marketing Research Essentials
Carl McDaniel, Roger Gates (Taschenbuch, Englisch)
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Beschreibung
Filled with engaging, current examples drawn from the authors' ongoing involvement in the field, Marketing Research Essentials is a comprehensive text that teaches students how to become effective consumers of market research. The only book on the market co-authored by a full-time marketing researcher, McDaniel and Gates together bring their real-life, insider experiences from the industry to… teach students how to make critical business decisions through the study of market research. Recognizing that marketing research is much more than computing sample size, learning SPSS, or conducting a focus group, the text shares with students all they need in research design, data acquisition, and data analysis, with a fresh dose of reality that is unmatched. Dieses Produkt haben wir gerade leider nicht auf Lager.
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Technische Daten
Sprache
Englisch
EAN
9780470169704, 9780470169704
Herausgeber
John Wiley & Sons
Autor
Carl McDaniel, Roger Gates
Auflage
7
Einbandart
Taschenbuch
Inhaltsverzeichnis
Chapter 1 - The Role of Marketing Research in Management Decision Making
Chapter 1 Appendix A - Careers in Marketing Research
Chapter 1 Appendix B - Marketing Research Ethics
Chapter 2 - Problem Definition, Exploratory Research, and the Research Process
Chapter 3 - Secondary Data and Databases
Chapter 4 - Qualitative Research
Chapter 5 - Survey Research
Chapter 6 - Primary Data Collection: Observation
Chapter 7 - Primary Data Collection: Experimentation
Chapter 8 - The Concept of Measurement and Attitude Scales
Chapter 9 - Questionnaire Design
Chapter 10 - Basic Sampling Issues
Chapter 11 - Sample Size Determination
Chapter 12 - Data Processing, Fundamental Data Analysis, and the Statistical Testing of Differences
Chapter 13 - Bivariate Correlation and Regression
Chapter 14 - Communicating the Research Results and Managing Marketing Research
Appendix 1-A - Statistical Tables
Höhe
249 mm
Breite
20.4 cm
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