世界工商管理名典系列 影印版 市场调研 第2版PDF电子书下载

CONTENTS 1

Preface XXViii 1

About the Author xxxv 1

PARTI:INTRODUCTION AND EARLY PHASES OF MARKETING RESEARCH 1

CHAPTER 1 INTRODUCTION TO MARKETING RESEARCH 2

Objectives 2

Overview 3

What Does Marketing Research Encompass？ 3

The Nature of Marketing Research 6

Definition of Marketing Research 8

A Classification of Marketing Research 10

The Role of Marketing Research in MIS and DSS 12

Marketing Research Suppliers and Services 13

Selecting a Research Supplier 18

Careers in Marketing Research 18

Marketing Research Process 21

The Department Store Patronage Project 23

International Marketing Research 24

Ethics in Marketing Research 26

Computer Applications 27

Questions 29

Exercises 29

Summary 29

Acronyms 29

Computer Exercises 30

Notes 30

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

Objectives 33

Overview 34

Importance of Defining the Problem 36

The Process of Defining the Problem and Developing an Approach 37

Tasks Involved 38