当前位置:首页 > 经济
营销研究入门  第5版
营销研究入门  第5版

营销研究入门 第5版PDF电子书下载

经济

  • 电子书积分:20 积分如何计算积分?
  • 作 者:(美)Gilbert A. Churchill,(美)Tom J. Brown
  • 出 版 社:北京:北京大学出版社
  • 出版年份:2004
  • ISBN:7301066015
  • 页数:738 页
图书介绍:本教材是市场营销调查方面最为畅销的入门性读物,第五版进行了全面的修订,在保持了它最重要的特点即信息的相关性和重要性的同时,使学生更加容易理解教材的内容。修订后的教材不仅真正地强调管理与决策,而且非常详细地解释了营销调查的内涵以及营销调查的过程。
《营销研究入门 第5版》目录

Contents 1

Part One 1

Introduction to Marketing Research and Problem Definition 1

1 Role of Marketing Research 2

2 Gathering Marketing Intelligence 20

3 Process of Marketing Research 38

4 Problem Formulation 54

Part Two 87

Research Design 87

5 Types of Research Design and Exploratory Research 88

6 Descriptive and Causal Research Designs 108

Part Three 159

Data Collection Methods 159

7 Secondary Data 160

8 Standardized Marketing Information Services 187

9 Collecting Primary Data 207

10 Collecting Information by Communication 223

11 Collecting Information by Observation 247

Part Four 279

Data Collection Forms 279

12 Designing the Questionnaire or Observation Form 280

13 Measurement Basics 320

14 Measuring Attitudes,Perceptions,and Preferences 345

Part Five 397

Sampling and Data Collection 397

15 Sampling Basics,Nonprobability,and Simple Random Samples 398

16 Stratified and Cluster Sampling 427

17 Sample Size 449

18 Collecting the Data:Nonsampling Errors and Response Rate Calculation 470

Part Six 513

Data Analysis 513

19 Data Analysis:Preliminary Steps 514

20 Data Analysis:Analyzing Individual Variables and Basics of Hypothesis Testing 535

21 Data Analysis:Analyzing Multiple Variables Simultaneously 572

Part Seven 657

Research Reports 657

22 The Research Report 658

Epilogue 691

Appendix 695

Notes 703

Glossary 719

Index 727

相关图书
作者其它书籍
返回顶部