Naresh Malhotra,
Naresh K. Malhotra
Basic Marketing Research
Pearson New International Edition
Paperback Engels 2013 4e druk 9781292020488Levertijd ± 9 werkdagen
Gratis verzonden
Samenvatting
For undergraduate-level courses in Marketing Research.
With a hands-on, do-it-yourself approach, Malhotra offers a contemporary focus on decision making, illustrating the interaction between marketing research decisions and marketing management decisions.
Specificaties
ISBN13:9781292020488
Taal:Engels
Bindwijze:Paperback
Aantal pagina's:676
Uitgever:Pearson Education
Druk:4
Thema:
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Inhoudsopgave
- Part 1: 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 2: Research Design Formulation
- Chapter 3 Research Design
- Chapter 4 Exploratory Research Design: Secondary Data
- Chapter 5 Exploratory Research Design: Syndicated Sources of Secondary Data
- Chapter 6 Exploratory Research Design: Qualitative Research
- Chapter 7 Descriptive Research Design: Survey and Observation
- Chapter 8 Causal Research Design: Experimentation
- Chapter 9 Measurement and Scaling: Fundamentals and Comparative Scaling
- Chapter 10 Measurement and Scaling: Noncomparative Scaling Techniques
- Chapter 11 Questionnaire and Form Design
- Chapter 12 Sampling: Design and Procedures
- Chapter 13 Sampling: Final and Initial Sample-Size Determination
- Part 3: Data Collection, Analysis, and Reporting
- Chapter 14 Fieldwork: Data Collection
- Chapter 15 Data Preparation and Analysis Strategy
- Chapter 16 Data Analysis: Frequency Distribution, Hypothesis Testing, and Cross-Tabulation
- Chapter 17 Data Analysis: Hypothesis Testing Related to Differences
- Chapter 18 Data Analysis: Correlation and Regression
- Chapter 19 Report Preparation and Presentation
Rubrieken
- advisering
- algemeen management
- coaching en trainen
- communicatie en media
- economie
- financieel management
- inkoop en logistiek
- internet en social media
- it-management / ict
- juridisch
- leiderschap
- marketing
- mens en maatschappij
- non-profit
- ondernemen
- organisatiekunde
- personal finance
- personeelsmanagement
- persoonlijke effectiviteit
- projectmanagement
- psychologie
- reclame en verkoop
- strategisch management
- verandermanagement
- werk en loopbaan