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Marketing Research David F. Birks

Marketing Research von David F. Birks

Marketing Research David F. Birks

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Zusammenfassung

Written for students studying market research at both undergraduate and postgraduate levels, this book provides a comprehensive commentary on this increasingly important subject. It includes a CD-ROM containing valuable SNAP and XSIGHT Software demos, to enhance understanding of quantitative and qualitative aspects of marketing research.

Marketing Research Zusammenfassung

Marketing Research: An Applied Approach, Updated Second Edition David F. Birks

Written for students studying market research at both undergraduate and postgraduate levels, Marketing Research: An Applied Approach provides a comprehensive and authoritative commentary on this increasingly important subject. This updated edition includes a CD-ROM containing valuable SNAP and XSIGHT Software demos, to enhance understanding of quantitative and qualitative aspects of marketing research In addition 9 Full Harvard Business School Case Studies, complete with teaching notes and accompanying questions are available through our Custom Publishing Programme. Please contact your local Pearson Education Sales Representative to find out more.

Inhaltsverzeichnis

Preface and guided tour Publisher's acknowledgements About the authors 1. Introduction to marketing research 2. Defining the marketing research problem and developing a research approach 3. Research design 4. Secondary data collection and analysis 5. Internal secondary data and the use of databases 6. Qualitative research: its nature and approaches 7. Qualitative research: focus group discussions 8. Qualitative research: depth interviewing and projective techniques 9. Qualitative research: data analysis 10. Survey and quantitative observation techniques 11. Causal research design: experimentation 12. Measurement and scaling: fundamentals, comparative and non-comparative scaling 13. Questionnaire design 14. Sampling: design and procedures 15. Sampling: final and initial sample size determination 16. Survey fieldwork 17. Data preparation 18. Frequency distribution, cross-tabulation and hypothesis testing 19. Analysis of variance and covariance 20. Correlation and regression 21. Discriminant analysis 22. Factor analysis 23. Cluster analysis 24. Multidimensional scaling and conjoint analysis 25. Report preparation and presentation 26. International marketing research 27. Business-to-business (b2) marketing research Appendix: Statistical tables Glossary Index

Zusätzliche Informationen

GOR001826532
9780273695301
0273695304
Marketing Research: An Applied Approach, Updated Second Edition David F. Birks
David F. Birks
Gebraucht - Sehr Gut
Gebundene Ausgabe
Pearson Education Limited
2005-08-05
784
N/A
Die Abbildung des Buches dient nur Illustrationszwecken, die tatsächliche Bindung, das Cover und die Auflage können sich davon unterscheiden.
Dies ist ein gebrauchtes Buch. Es wurde schon einmal gelesen und weist von der früheren Nutzung Gebrauchsspuren auf. Wir gehen davon aus, dass es im Großen und Ganzen in einem sehr guten Zustand ist. Sollten Sie jedoch nicht vollständig zufrieden sein, setzen Sie sich bitte mit uns in Verbindung.