Marketing Research : Text and Cases

Marketing Research : Text and Cases

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  • 製本 Hardcover:ハードカバー版/ページ数 395 p.
  • 言語 ENG
  • 商品コード 9780789009401
  • DDC分類 658.83

Table of Contents

Acknowledgments                                    xi
Introduction to Marketing Research 1 (26)
The Marketing-Decision Environment 1 (1)
Marketing Research 2 (1)
Marketing Research and Decision Making 3 (3)
Strategic versus Tactical Information Needs 6 (1)
The Nature of Marketing Research 6 (6)
Steps in a Marketing Research Project 12 (12)
Marketing Information Systems 24 (1)
Summary 25 (2)
Research Designs for Management Decision 27 (36)
Making
Types of Research Designs 27 (3)
Exploratory Research 30 (7)
Descriptive Research 37 (7)
Causal Research 44 (2)
Experimentation 46 (14)
Exploratory, Descriptive, or Causal 60 (1)
Observation
Dangers of Defining Design by Technique 61 (1)
Summary 62 (1)
Secondary Data 63 (16)
Uses of Secondary Data 63 (1)
Advantages of Secondary Data 64 (1)
Disadvantages of Secondary Data 65 (1)
Secondary Data Sources 65 (13)
Summary 78 (1)
Primary Data Collection 79 (30)
Sources of Primary Data 80 (1)
Types of Primary Data 80 (4)
Methods of Collecting Primary Data 84 (2)
Communication Methods 86 (10)
Survey Methods 96 (10)
Observation Methods 106(1)
Summary 107(2)
Measurement 109(30)
Introduction 109(2)
The Process of Measurement 111(6)
What Is to Be Measured? 117(1)
Who Is to Be Measured? 118(1)
How to Measure What Needs to Be Measured 119(2)
Assessing Reliability and Validity of Our 121(6)
Measures
Measuring Psychological Variables 127(11)
Summary 138(1)
Designing the Data-Gathering Instrument 139(18)
Goals of a Questionnaire 141(2)
Classification of Questions 143(4)
Designing a Questionnaire 147(7)
Summary 154(3)
Sampling Methods and Sample Size 157(22)
What Is Sampling? 157(1)
Why Sampling? 158(1)
Sampling Error, Sample Bias, and 159(1)
Nonsampling Error
Sampling Decision Model 160(3)
Probability Sampling 163(2)
Nonprobability Samples 165(2)
Probability versus Nonprobability Sampling 167(1)
Statistical Sampling Concepts 168(8)
What Is a ``Significant'' Statistically 176(1)
Significant Difference?
Summary 177(2)
Fielding the Data-Gathering Instrument 179(22)
Planning 179(1)
Guidelines for Interviewers 180(1)
Types of Interviews 181(2)
The Interviewing Relationship 183(1)
The Interviewing Situation 184(2)
The Actual Interview 186(3)
Fielding a Research Project 189(6)
Errors in Data Collection 195(1)
Types of Nonsampling Errors 196(4)
Summary 200(1)
Introduction to Data Analysis 201(22)
From Data to Decisions 202(4)
Data Summary Methods 206(6)
Cross-Tabulation 212(9)
Summary 221(2)
Advanced Data Analysis 223(20)
Marketing Research and Statistical Analysis 223(1)
Hypothesis Testing 224(9)
Measures of Association 233(8)
Summary 241(2)
The Research Report 243(36)
Introduction 243(1)
Report Format 244(25)
Guidelines for the Written Report 269(7)
Oral Reports 276(2)
Summary 278(1)
CASES 279(100)
Contributors 280(1)
Case 1. Lone Pine Kennel Club 281(2)
Case 2. Select Hotels of North America 283(4)
Case 3. River Pines School: A 287(4)
Case 4. River Pines School: B 291(6)
Case 5. Gary Branch, CPA 297(8)
Case 6. Juan Carlos' Mexican Restaurant 305(8)
Case 7. Usedcars.com 313(8)
Case 8. Welcome Home Church 321(4)
Case 9. The Learning Source 325(6)
Case 10. Madison County Country Club 331(6)
Case 11. Plasco, Inc. 337(6)
Case 12. St. John's School 343(6)
Case 13. The Webmasters 349(6)
Case 14. House of Topiary 355(4)
Case 15. Professional Home Inspection 359(10)
Case 16. Europska Databanka 369(10)
Notes 379(6)
Index 385