附註:Includes bibliographical references (pages 221-235) and index.
Introduction -- Market research design -- Desk research -- Focus groups -- Depth interviewing -- Observation -- Sampling and statistics -- Questionnaire design -- Face-to-face interviewing -- Telephone interviewing -- Self-completion questionnaires -- E-surveys -- Data analysis -- Reporting.
摘要:This guide describes the various tools and techniques available to market researchers. It offers practical advice and presents case studies to explain the principles of market research.
