市场调研（第二版）PDF电子书下载

Brief ContentsPART Ⅰ：INTRODUCTION AND EARLY PHASES OF MARKETING RESEARCHChapter 1 INTRODUCTION TO MARKETING RESEARCH 2

Chapter 2 DEFINING THE MARKETING RESEARCH PROBLEM AND DEVELOPING AN APPROACH 33

PROFESSIONAL PERSPECTIVES FOR PARTI 68

CASES FOR PARTI 73

PART Ⅱ：RESEARCH DESIGN FORMULATION 83

Chapter 3 RESEARCH DESIGN 84

Chapter 4 EXPLORATORY RESEARCH DESIGN：SECONDARY DATA 114

Chapter 5 EXPLORATORY RESEARCH DESIGN：QUALITATIVE RESEARCH 161

Chapter 6 DESCRIPTIVE RESEARCH DESIGN：SURVEY AND OBSERVATION 194

Chapter 7 CAUSAL RESEARCH DESIGN：EXPERIMENTATION 232

Chapter 8 MEASUREMENT AND SCALING：FUNDAMENTALS AND COMPARATIVE SCALING 269

Chapter 9 MEASUREMENT AND SCALING：NONCOMPARATIVE SCALING TECHNIQUES 289

Chapter 10 QUESTIONNAIRE AND FORM DESIGN 317

Chapter 11 SAMPLING：DESIGN AND PROCEDURES 357

Chapter 12 SAMPLING：FINAL AND INITIAL SAMPLE SIZE DETERMINATION 387

PROFESSIONAL PERSPECTIVES FOR PART Ⅱ 418

CASES FOR PART Ⅱ 426

PART Ⅲ：DATA COLLECTION 441

Chapter 13 FIELD WORK 442

PROFESSIONAL PERSPECTIVES FOR PART Ⅲ 462

CASES FOR PART Ⅲ 465

PART Ⅳ：DATA PREPARATION AND ANALYSIS 469

Chapter 14 DATA PREPARATION 470

Chapter 15 FREQUENCY DISTRIBUTION，CROSSTABULATION，AND HYPOTHESIS TESTING 500

Chater 16 ANALYSIS OF VARIANCE AND COVARIANCE 545

Chapter 17 CORRELATION AND REGRESSION 573

Chapter 18 DISCRIMINANT ANALYSIS 616

Chapter 19 FACTOR ANALYSISChapter 20 CLUSTER ANALYSISChapter 21 MULTIDIMENSIONAL SCALING AND CONJOINT ANALYSIS PROFESSIONAL PERSPECTIVES FOR PART Ⅳ 730

CASES FOR PART Ⅳ 744

PART Ⅴ：COMMUNICATING THE RESEARCH PROJECTChapter 22 REPORT PREPARATION AND PRESENTATION PROFESSIONAL PERSPECTIVES FOR PART Ⅴ 790

CASES FOR PART Ⅴ 794

PART Ⅵ：INTERNATIONAL AND ETHICAL DIMENSIONSChapter 23 INTERNATIONAL MARKETING RESEARCHChapter 24 ETHICS IN MARKETING RESEARCH PROFESSIONAL PERSPECTIVES FOR PART Ⅵ 842

CASES FOR PART Ⅵ 844