Introducing Marketing Research 市场研究导论 电子版 免费 pdf 下载 azw3 fb2 caj mobi

The primary purpose of marketing research is to gather information which will allow your company or ***anisation to make better, more informed decisi***. Many textbooks have been published on marketing research but most are very quantitative and are also too detailed for students taking a one-semester course, they do not focus on important qualitative issues such as depth interviews and focus groups - Baines and Chansarkar redress this imbalance. Written as an introduction to marketing research for students taking a one-semester module Introducing Market Research includes chapters on business to business marketing research and Internet marketing research. The authors adopt a practical focus and include numerous practical examples as well as coursework assignments.

FOREWORD BY ROBERT M. WORCESTER

FOREWORD BY D***ID ***ITH

PREFACE

ABOUT THE ***THORS

ABOUT THE CONTRIBUTORS

PART Ⅰ: RESEARCH DESIGN AND METHODS

Chapter 1: Introduction to Marketing Research

Chapter 2: Marketing Research: Process and Design

Chapter 3: Desk Research and Secondary Data Collection

Chapter 4: Qualitative Research Methods: Data Collection and Analysis

Chapter 5: Survey and Questionnaire Design

PART Ⅱ: STATISTICAL CONSIDERATIONS

Chapter 6: Basic Statistics and Data Analysis

Chapter 7: An Introduction to Sampling

Chapter 8: Hypothesis Testing and Tests of Association

Chapter 9: Hypothesis Testing and Tests of Difference

PART Ⅲ: Contexts in Marketing Research

Chapter 10: International Marketing Research

Chapter 11: Internet Marketing Research

Chapter 12: Business-to-business Markets and Karketing Raearch

Answers to Work Assignment Questi***

Appendix Ⅰ:Selected Sources of Secondary Data

Appendix Ⅱ:Statistical Tables

Glossary

Index

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书籍介绍

The primary purpose of marketing research is to gather information which will allow your company or ***anisation to make better, more informed decisi***. Many textbooks have been published on marketing research but most are very quantitative and are also too detailed for students taking a one-semester course, they do not focus on important qualitative issues such as depth interviews and focus groups - Baines and Chansarkar redress this imbalance. Written as an introduction to marketing research for students taking a one-semester module, "Introducing Market Research" includes chapters on business to business marketing research and Internet marketing research. The authors adopt a practical focus and include numerous practical examples as well as coursework assignments.