附註:Student data on CD accompanying the text is also available on floppy disk from The Haworth Press.
Includes bibliographical references (pages 379-383) and index.
Acknowledgments; Chapter 1 Introduction to Marketing Research Introduction to Marketing Research; Chapter 2 Research Designs for Management Decision Making Research Designs for Management Decision Making; Chapter 3 Secondary Data Secondary Data; Chapter 4 Primary Data Collection Primary Data Collection; Chapter 5 Measurement Measurement; Chapter 6 Designing the Data-Gathering Instrument Designing the Data-Gathering Instrument; Chapter 7 Sampling Methods and Sample Sampling Methods and Sample Size.
Chapter 8 Fielding the Data-Gathering Instrument Fielding the Data-Gathering InstrumentChapter 9 Introduction to Data Analysis Introduction to Data; Chapter 10 Advanced Data Analysis Advanced Data Analysis; Chapter 11 The Research Report The Research Report; CASES; CONTRIBUTORS; Case 1 Lone Pine Kennel Club Lone Pine Kennel Club; Case 2 Select Hotels of North Select Hotels of North America; Case 3 River Pines School: A River Pines School: A; Case 4 River Pines School: B River Pines School: B; Case 5 Gary Branch, CPA Gary Branch, CPA.
Case 6 Juan Carlos' Mexican Restaurant Juan Carlos' Mexican RestaurantCase 7 Usedcars.com Usedcars.com; Case 8 Welcome Home Church Welcome Home Church; Case 9 The Learning The Learning Source; Case 10 Madison County Country Club Madison County Country Club; Case 11 Plasco, Inc. Plasco, Inc.; Case 12 St. John's School St. John's School; Case 13 The Webmasters The Webmasters; Case 14 House of Topiary House of Topiary; Case 15 Professional Home Inspection Professional Home Inspection; Case 16 Europska Databanka Europska Databanka; Notes; Index.
摘要:This step-by-step textbook shows students how to design, conduct, and interpret market research. Marketing research: text and cases covers the full range of this topic from the difference between strategic and tactical decisions to choosing the proper research design and on to advice on successfully presenting results. Marketing research provides clear explanations of complex issues, including the interpretation of statistics. Its charts, graphs, figures, sample questionnaires, and case studies make important points easier to grasp. The practice cases (including an SPSS data disk) offer engaging real-world problems that test the student's research and analysis skills.
