- > 洋書
Preface. PART ONEMarketing Research in Management Decision Making. 2 The Marketing Research Industry. 3 Problem Definition and the Research Process. PART TWO: CREATING A RESEARCH DESIGN. 4 Secondary Data and Databases. 5 Qualitative Research. 6 Survey Research: The Profound Impact of the Internet. 7 Primary Data Collection: Observation. 8 Primary Data Collection: Experimentation. PART THREE: DATA ACQUISITIONS. 9 The Concept of Measurement. 10 Using Measurement Scales to Build Marketing Effectiveness. 11 Questionnaire Design. 12 Basic Sampling Issues. 13 Sample Size Determination. PART FOUR: DATA ANALYSIS. 14 Data Processing and Fundamental Data Analysis. 15 Statistical Testing of Differences. 16 Bivariate Correlation and Regression. 17 Multivariate Data Research Results. 19 Managing Marketing Research and Research Ethics. Appe ndix 1: Comprehensive Cases. Appendix 2: Statistical Tables. Endnotes. Glossary. Index.