Anglais Marketing research ; an applied orientation (6e édition) (édition en anglais)

À propos

This is a Pearson Global Edition. The Pearson Editorial team worked closely with educators around the world to include content especially relevant to students outside of the United States.

For undergraduate and graduate marketing research courses.

Marketing Research: An Applied Orientation allows students to actually experience the interaction between marketing research and marketing decision-making.

Marketing Research: An Applied Orientation takes a unique applied and managerial orientation that illustrates the interaction between marketing research decisions and marketing management decisions. This text is comprehensive, practical, and presents balanced coverage of both qualitative and quantitative material.

The sixth edition is even more current, contemporary, illustrative, and sensitive to user needs.


Voir les détails produits

Sommaire

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 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 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 Conjoint Analysis Chapter 22 Structural Equation Modeling and Path Analysis Chapter 23 Report Preparation and Presentation Chapter 24 International Marketing Research Running Case: Dell Comprehensive Critical Thinking Cases Data Analysis Cases with Real Data Comprehensive Cases with Real Data Comprehensive Harvard Business School Cases

Rayons : Entreprise, économie & droit > Entreprise, gestion et management > Fonctionnement / Organisation > Marketing


  • Auteur(s)

    Naresh Malhotra

  • Éditeur

    Pearson

  • Distributeur

    Mds

  • Date de parution

    18/06/2010

  • EAN

    9780136094234

  • Disponibilité

    Épuisé

  • Longueur

    27.8 cm

  • Largeur

    21.6 cm

  • Épaisseur

    3.3 cm

  • Poids

    1 927 g

  • Support principal

    Grand format

Infos supplémentaires : Relié  

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