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Marketing Research: Methodological Foundation(Original)

Marketing

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訂購需時10-14天
9781439081013
Gilbert A Churchill,Dawn Iacobucci
華泰文化
2012年2月24日
417.00  元
HK$ 417  






ISBN:9781439081013
  • 叢書系列:行銷研究
  • 規格:精裝 / 604頁 / 20.6 x 26.1 x 8.46 cm / 普通級 / 雙色印刷 / 10版
  • 出版地:台灣
    行銷研究


  • 專業/教科書/政府出版品 > 管理類 > 行銷 > 行銷研究











      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 todays most important market research topics.



      3. "Research Realities" emphasize captivating examples from todays 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.


     





    PART I: MARKETING RESEARCH AND THE RESEARCH PROCESS

    Ch 1 Marketing Research: Its Everywhere!

    Ch 2 Alternative Approaches to Marketing Intelligence

    Ch 3 The Research Process and Problem Formulation

    Cases



    PART II: DETERMINING RESEARCH DESIGN

    Ch 4 Research Design, Exploratory Research, and Qualitative Data

    Ch 5 Descriptive Research

    Ch 6 Casual Designs

    Cases



    PART III: DESIGN DATA COLLECTION METHODS AND FORMS

    Ch 7 Data Collection: Secondary Data

    Ch 8 Data Collection: Primary Data

    Ch 9 Questionnaires and Data-Collection Forms

    Ch10 Attitude Measurement

    Cases



    PART IV: SAMPLE DESIGNS FOR DATA COLLECTION AND SAMPLE SIZE

    Ch11 Sampling Procedures

    Ch12 Determining Sample Size

    Ch13 Field Procedures for Collecting the Data

    Cases



    Part V: DATA ANALYSIS AND INTERPRETATION

    Ch14 Preprocessing the Data, and Doing Cross-Tabs

    Ch15 Data Analysis--Basic Questions

    Ch16 Are My Groups The Same or Different?

    Ch17 Are These Variables Related?

    Ch18 Multivariate Data Analysis

    Cases



    Part VI: THE RESEARCH REPORT

    Ch19 The Research Report




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