Buku/Printed Material

Basic marketing research

---

PART I: INTRODUCTION TO MARKETING RESEARCH AND PROBLEM DEFINITION.
1. Role of Marketing Research.
2. Gathering Marketing Intelligence: The Systems Approach.
3. Gathering Marketing Intelligence: The Project Approach.
4. Problem Formulation.
PART II: RESEARCH DESIGN.
5. Types of Research Design and Exploratory Research.
6. Descriptive and Causal Research Designs.
PART III: DATA COLLECTION METHODS.
7. Secondary Data.
8. Standardized Marketing Information Services.
9. Collecting Primary Data.
10. Collecting Information by Communication.
11. Collecting Information by Observation.
PART IV: DATA COLLECTION FORMS.
12. Asking Good Questions: Measurement Basics.
13. Measuring Attitudes and Other Variables.
14. Designing the Questionnaire or Observation Form.
PART V: SAMPLING AND DATA COLLECTION.
15. Developing the Sampling Plan.
16. Determining Sample Size.
17. Collecting the Data: Nonsampling Errors and Response Rate Calculation.
PART VI: DATA ANALYSIS.
18. Data Analysis: Preliminary Steps.
19. Data Analysis: Analyzing Individual Variables and Basics of Hypothesis Testing.
20. Data Analysis: Analyzing Multiple Variables Simultaneously.
PART VII: RESEARCH REPORTS.
21. The Research Report.

---

Ketersediaan

Informasi Detail

Judul Seri

-

Penerbit

Singapore : Cengage Learning., 2011

Deskripsi Fisik

xxvi, 593p. : ill., tabs., index. ; 28 cm.

Bahasa

English

ISBN/ISSN

978-1439041406

Klasifikasi

BD 79 Chu

Edisi

7th ed.

Subjek

Marketing research
Case Studies
textbook-sm

Versi lain/terkait

Lampiran Berkas

Komentar

---

Anda harus masuk sebelum memberikan komentar