市場調査の要点（第８版・テキスト） Marketing Research Essentials （8 PAP/PSC）

McDaniel, Carl, Jr./ Gates, Roger

John Wiley & Sons Inc（2012/09発売）

• 製本 Paperback:紙装版/ペーパーバック版／ページ数 452 p.
• 言語 ENG
• 商品コード 9781118249321
• DDC分類 380

Full Description

Marketing Research Essentials gives students an industry perspective to the complexities and rapid developments of the marketing research world. Coauthored by a full-time marketing research professional, this book merges real-life, insider experiences from the industry, with quantitative methods, and market research applications for use in the classroom. It illustrates concepts with actual data, real-world case problems, as well as methods tried and tested in the real world.

Contents

Preface xxi
1 The Role of Marketing Research in Management Decision Making 1
2 Problem Defi nition, Exploratory Research, and the Research Process 34
3 Secondary Data and Databases 61
4 Qualitative Research 79
5 Traditional Survey Research 106
6 Online Marketing Research 128
7 Primary Data Collection: Observation 153
8 Primary Data Collection: Experimentation and Test Markets 178
9 The Concept of Measurement and Attitude Scales 206
10 Questionnaire Design 243
11 Basic Sampling Issues 277
12 Sample Size Determination 300
13 Data Processing, Data Analysis, and Statistical Testing 325
14 More Powerful Statistical Methods 364
15 Communicating Results and Managing Marketing Research 393
Endnotes 421
Index 437