Marketing research : an applied approach /
| Autor principal: | |
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| Otros Autores: | |
| Formato: | Libro |
| Idioma: | Inglés |
| Publicado: |
New York :
McGraw-Hill,
c1991.
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| Edición: | 4th ed. |
| Colección: | Mc Graw-Hill series in marketing
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| Materias: |
Tabla de Contenidos:
- 1. Marketing research role in marketing management.
- 2. The marketing research business.
- 3. The marketing research process: concept and example.
- 4. The decision to undertake research.
- 5. Research design and data sources.
- 6. Secondary data.
- 7. The measurement process.
- 8. Attitude measurement.
- 9. Causal designs.
- 10. Data collection methods.
- 11. Designing data collection forms.
- 12. The basics of sampling.
- 13. Simple random sampling and sample size.
- 14. More complex sampling procedures.
- 15. Field operations.
- 16. Data processing.
- 17. Univariate data analysis.
- 18. Bivariate data analysis.
- 19. Multivariate data analysis I: interdependence methods.
- 20. Multivariate data analysis II: dependence methods.
- 21. Reporting research findings.
- 22. Demand measurement and forecasting.
- 23. Product research and test maketing.
- 24. Advertising research.
- 25. Distribution and pricing research.