Marketing Research Essentials (9th Ed.)
Langue : Anglais
Auteurs : McDaniel Carl, Gates Roger
- In the 12th edition of Marketing Research, McDaniel and Gates continue to share their industry experience to teach students how to make critical business decisions through the study of market research.
- The authors? practical, applications?based approach features real data, real people, and real research, to prepare students to conduct and use market research for future careers in business.
- Co?author Roger Gates, President of DSS Research, infuses the text with a practitioners perspective, helping students learn how to use marketing research through a practical presentation of both theory and practice
Chapter 1 The Role of Marketing Research in Management Decision Making
Chapter 2 Problem Definition, Exploratory Research, and the Research Process
Chapter 3 Secondary Data and Big Data Analytics
Chapter 4 Qualitative Research
Chapter 5 Traditional Survey Research
Chapter 6 Online Marketing Research – The Growth of Mobile and Social Media Research
Chapter 7 Primary Data Collection: Observation
Chapter 8 Primary Data Collection: Experimentation and Test Markets
Chapter 9 The Concept of Measurement and Attitude Scales
Chapter 10 Questionnaire Design
Chapter 11 Basic Sampling Issues
Chapter 12 Sample Size Determination
Chapter 13 Data Processing and Fundamental Data Analysis
Chapter 14 More Powerful Statistical Methods
Chapter 15 Communicating the Research Results
Chapter 2 Problem Definition, Exploratory Research, and the Research Process
Chapter 3 Secondary Data and Big Data Analytics
Chapter 4 Qualitative Research
Chapter 5 Traditional Survey Research
Chapter 6 Online Marketing Research – The Growth of Mobile and Social Media Research
Chapter 7 Primary Data Collection: Observation
Chapter 8 Primary Data Collection: Experimentation and Test Markets
Chapter 9 The Concept of Measurement and Attitude Scales
Chapter 10 Questionnaire Design
Chapter 11 Basic Sampling Issues
Chapter 12 Sample Size Determination
Chapter 13 Data Processing and Fundamental Data Analysis
Chapter 14 More Powerful Statistical Methods
Chapter 15 Communicating the Research Results
Date de parution : 02-2016
Ouvrage de 440 p.
Disponible chez l'éditeur (délai d'approvisionnement : 12 jours).
Prix indicatif 263,29 €
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