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MARKETING RESEARCH. AN APPLIED ORIENTATION
MALHOTRA N.K. wydawnictwo: PEARSON/PH , rok wydania 2007, wydanie V cena netto: 400.00 Twoja cena 380,00 zł + 5% vat - dodaj do koszyka Description
For graduate and upper-level undergraduate courses in Marketing Research and Marketing
Data Analysis.
Marketing Research: An Applied Orientation, 5e allows students to actually experience the
interaction between marketing research and marketing decision-making.
Table of Contents
PART I: INTRODUCTION AND EARLY PHASES OF MARKETING RESEARCH
Chapter 1 INTRODUCTION TO MARKETING RESEARCH
Chapter 2 DEFINING THE MARKETING RESEARCH PROBLEM AND DEVELOPING AN APPROACH
CASES FOR PART I
VIDEO CASES FOR PART I
PART II: RESEARCH DESIGN FORMULATION
Chapter 3 RESEARCH DESIGN
Chapter 4 EXPLORATORY RESEARCH DESIGN: SECONDARY DATA
Chapter 5 EXPLORATORY RESEARCH DESIGN: QUALITATIVE RESEARCH
Chapter 6 DESCRIPTIVE RESEARCH DESIGN: SURVEY AND OBSERVATION
Chapter 7 CAUSAL RESEARCH DESIGN: EXPERIMENTATION
Chapter 8 MEASUREMENT AND SCALING: FUNDAMENTALS AND COMPARATIVE SCALING
Chapter 9 MEASUREMENT AND SCALING: NONCOMPARATIVE SCALING TECHNIQUES
Chapter 10 QUESTIONNAIRE AND FORM DESIGN
Chapter 11 SAMPLING: DESIGN AND PROCEDURES
Chapter 12 SAMPLING: FINAL AND INITIAL SAMPLE SIZE DETERMINATION
CASES FOR PART II
VIDEO CASES FOR PART II
PART III: DATA COLLECTION, PREPARATION, ANALYSIS AND REPORTING
Chapter 13 FIELD WORK
Chapter 14 DATA PREPARATION
Chapter 15 FREQUENCY DISTRIBUTION, CROSS-TABULATION, AND HYPOTHESIS TESTING
Chapter 16 ANALYSIS OF VARIANCE AND COVARIANCE
Chapter 17 CORRELATION AND REGRESSION
Chapter 18 DISCRIMINANT AND LOGIT ANALYSIS
Chapter 19 FACTOR ANALYSIS
Chapter 20 CLUSTER ANALYSIS
Chapter 21 MULTIDIMENSIONAL SCALING AND CONJOINTANALYSIS
Chapter 22 REPORT PREPARATION AND PRESENTATION
Chapter 23 INTERNATIONAL MARKETING RESEARCH
CASES FOR PART III
VIDEO CASES FOR PART III
DELL CASE: EXPERIENTIAL RESEARCH
COMPREHENSIVE CASES WITH DATA
COMPREHENSIVE HARVARD BUSINESS SCHOOL CASES
COMPREHENSIVE VIDEO CASES
864 Paperback
Po otrzymaniu zamówienia poinformujemy,
czy wybrany tytuł polskojęzyczny lub
anglojęzyczny jest aktualnie na półce księgarni.
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