MR （2 PAP/PSC）

Brown, Tom J./ Suter, Tracy A.

South-Western Pub（2013/02発売）

• 製本 Paperback:紙装版/ペーパーバック版／ページ数 230 p.
• 言語 ENG
• 商品コード 9781133958413
• DDC分類 380

Full Description

Created through a "student-tested, faculty-approved" review process, MR2 is an engaging and accessible solution to accommodate the diverse lifestyles of today's learners. MR2 provides an exciting, innovative approach to Marketing Research that provides the material needed for a successful course.Attention CourseMate user: The CourseMate platform is being sunset and will not be sold with this title after December 31st, 2019. Cengage will support existing users of CourseMate through August 1st, 2020.

Contents

Brief Contents.1. Marketing Research: From Data to Information to Action.2. The Research Question: Formulation of the Problem.3. Exploratory, Descriptive, and Causal Research Designs.4. Collecting Secondary Data from Inside and Outside the Organization.5. Collecting Primary Data by Observation.6. Collecting Primary Data by Communication.7. Asking Good Questions.8. Designing the Questionnaire.9. Developing the Sampling Plan.10. Data Collection: Enhancing Response Rates while Limiting Errors.11. Data Preparation for Analysis.12. Analysis & Interpretation: Individual Variables Independently.13. Analysis & Interpretation: Multiple Variables Simultaneously.14. The Research Report.Endnotes.Index.Chapter in Review Cards.Qualtrics Quickstart Card.SPSS Quickstart Card.