INDICE: PART I The Nature and Scope of Marketing Research. Chapter 1 A Decision–Making Perspective on Marketing Intelligence. Chapter 2 Marketing Research in Practice. Chapter 3 The Marketing Research Process. Chapter 4 Research Design and Implementation ... PART II Data Collection SECTION A Secondary and Exploratory Research. Chapter 5 Secondary Sources of Marketing Data. Chapter 6 Standardized Sources of Marketing Data. Chapter 7 Marketing Research on the Internet. Chapter 8 Information Collection: Qualitative and Observational Methods .. SECTION B Descriptive Research. Chapter 9 Information from Respondents: Issues in Data Collection. Chapter 10 Information from Respondents: Survey Methods. Chapter 11 Attitude Measurement. Chapter 12 Designing the Questionnaire .. SECTION C Causal Research. Chapter 13 Experimentation .. SECTION D Sampling. Chapter 14 Sampling Fundamentals. Chapter 15 Sample Size and Statistical Theory ... PART III Data Analysis. Chapter 16 Fundamentals of Data Analysis. Chapter 17 Hypothesis Testing: Basic Concepts and Tests of Association. Chapter 18 Hypothesis Testing: Means and Proportions ... PART IV Special Topics in Data Analysis. Chapter 19 Correlation Analysis and Regression Analysis. Chapter 20 Discriminant, Factor, and Cluster Analysis. Chapter 21 Multidimensional Scaling and Conjoint Analysis. Chapter 22 Presenting the Results ... PART V Applications of Marketing Intelligence. Chapter 23 Marketing–Mix Measures. Chapter 24 Brand and Customer Metrics. Chapter 25 New Age Strategies
- ISBN: 978-1-118-97792-7
- Editorial: John Wiley & Sons
- Encuadernacion: Rústica
- Páginas: 720
- Fecha Publicación: 04/01/2016
- Nº Volúmenes: 1
- Idioma: Inglés
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