Marketing Research （5TH）

D'Alessandro, Steve/ Winzar, Hume/ Lowe, Ben

Cengage Australia（2020/06発売）

• 製本 Paperback:紙装版/ペーパーバック版／ページ数 648 p.
• 言語 ENG
• 商品コード 9780170438964
• DDC分類 658.83

Full Description

Marketing Research, 5e gives you the knowledge and skills you need to successfully undertake marketing research. It combines theory with a practical, step-by-step approach.

The text uses local and international examples, data sets and case studies to explain traditional marketing research methods, and also examines new theories and techniques as well as emerging industry practices.

This text is essential if you're studying marketing research in any business or marketing course.

Contents

Part 1: Introduction to the research process
1. The role of marketing research and the research process

Part 2: Defining the problem
2. Problem definition and the research process

Part 3: Planning the research design
3. Qualitative research
4. Secondary research and big data
5. Survey research
6. Observation
7. Experimental research and test marketing
8. Measurement
9. Questionnaire design

Part 4: Planning the sample
10. Sampling: sample design and sample size

Part 5: Collecting the data
11. Data preparation

Part 6: Analysing the data
12. Univariate statistical analysis: a recap of inferential statistics
13. Bivariate statistical analysis: tests of differences
14. Bivariate statistical analysis: tests of association
15. Multivariate statistical analysis

Part 7: Formulating conclusions and writing the final report
16. Communicating research results: research report, oral presentation and research follow-up