Buch, Englisch, 736 Seiten, Format (B × H): 196 mm x 262 mm, Gewicht: 2 g
Buch, Englisch, 736 Seiten, Format (B × H): 196 mm x 262 mm, Gewicht: 2 g
ISBN: 978-0-07-711706-1
Verlag: McGraw-Hill Education
- European and global examples and cases, including Adidas, Guinness, Nokia and Second Life
- A wealth of pedagogical features including review and discussion questions. These features are designed to aid learning and make the subject more accessible for students
- The book contains a unique continuing case about a bustling city restaurant called Jimmy Spice’s. The case explores how the owner researches his customer base and how he interprets and analyses the results of his surveys and interviews, helping students to understand how they can plan their own research project
- Illustrations of how new technology is being used and how it will help to shape marketing research in the future
- Additional sample databases for use in class assignments. Fully integrated throughout, these datasets support the research projects and cases discussed in the text. Each database works with SPSS to create an activity for students to complete as they work through the text
Autoren/Hrsg.
Weitere Infos & Material
Preface
Acknowledgments
About the Author
Part 1: Introduction to Marketing Research
1 Defining Marketing Research
2 The Marketing Research Process
3 Marketing Research and Technology
Part 2: Research Methods
4 Secondary Research
5 Qualitative Research Methods: An Overview and Focus Group
6 Qualitative Research Methods: In-Depth Interviews and Projective Techniques
7 Quantitative Research Methods: Survey
8 Quantitative Research Methods: Experimental Design and Test Marketing Design
9 Qualitative and Quantitative Observation Techniques
Part 3: Designs for Accurate Data
10 Questionnaire Design
11 Construct Development and Scale Measurement
12 Attitude Scale Design
13 Sampling Theory and Sample Size 1
4 Sampling Techniques and Sampling Plan
Part 4: Data Preparation, Analysis and Reporting
15 Data Preparation
16 Basic Data Analysis and Hypothesis Testing Techniques
17 Bivariate Correlation and Regression Analysis Techniques
18 Multivariate Analysis: An Overview and Dependence Techniques
19 Multivariate Analysis: Interdependence Techniques and StructuralEquation Modelling
20 Report Preparation and Presentation
Appendix 1
Appendix 2
Appendix 3
Appendix 4
Appendix 5
Appendix 6
Glossary
Bibilography
Index