Marketing Research: a Practical Approach for the New Millennium

Prof Joseph F. Hair, Robert Bush, David Ortinau (Autoren)

Media-Kombination

704 Seiten

1999
McGraw Hill Higher Education
978-0-07-235844-5 (ISBN)

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Provides a balance between primary and secondary information and the techniques and methods that underpin these two important types of data. This book offers coverage of the information research tools and skills that are required of marketing researchers and business decision-makers.

This book, which represents a departure from the standard offerings for this course, is distinctive in three significant ways. First, it provides a greater balance between primary and secondary information and the techniques and methods that underpin these two important types of data. Second, it offers in-depth coverage of the critical information research tools and skills that will be required of today and tomorrow's marketing researchers and business decision-makers. Third, it is so replete with real-world material that it allows students to see the immediate value of marketing research.

Part One Marketing Research Information and TechnologyChapter 1 The Role of Marketing Research in Strategic PlanningChapter 2 The Research ProcessChapter 3 Problem Definition,Research Objectives, and Marketing Research EthicsChapter 4 Strategic Information Management:Secondary Data SourcesChapter 5 Technology and the New Information AgePart Two Designing the Marketing Research ProjectChapter 6 Marketing Research and Database DevelopmentChapter 7 Marketing Decision Support SystemsChapter 8 Exploratory Designs: In-Depth Interviews and Focus GroupsChapter 9 Descriptive Research Designs: Survey Methods and ErrorsChapter 10 Casual Research: Experiments, Test Markets and Observation MethodsPart Three Gathering and Collecting Accurate DataChapter 11 Sampling: Theory, Design, and Issues in Marketing ResearchChapter 12 Overview of Measurement: Construct Development and Scale MeasurementChapter 13 Attitude Scale Measurements Used in Survey ResearchChapter 14 Questionnaire Design and IssuesPart Four Data Preparation and AnalysisChapter 15 Coding, Editing, and Preparing Data for Analysis Chapter 16 Data Analysis: Testing for Significant DifferencesChapter 17 Data Analysis: Testing for AssociationChapter 18 Data Analysis: Multivariate Techniques for the Research ProcessChapter 19 Preparing the Marketing Research Report and Presentation

Erscheint lt. Verlag	1.11.1999
Verlagsort	London
Sprache	englisch
Maße	208 x 261 mm
Gewicht	1496 g
Themenwelt	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
ISBN-10	0-07-235844-0 / 0072358440
ISBN-13	978-0-07-235844-5 / 9780072358445
Zustand	Neuware