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Modern Marketing Research: Concepts, Methods, and Cases
Fred M. FeinbergThomas KinnearJames R. Taylor
出版Cengage Learning, 2012-02-28
主題Business & Economics / Marketing / Research
ISBN11331889669781133188964
URLhttp://books.google.com.hk/books?id=8M3wwAEACAAJ&hl=&source=gbs_api
註釋Illustrative and analytical, MODERN MARKETING RESEARCH: CONCEPTS, METHODS, AND CASES, 2nd Edition is a comprehensive introduction to the practice of marketing research. The text treats marketing research design as an integrated process, walking students through each step, from identifying data sources to analyzing findings with various statistical methods. Making sense of complex marketing data for students, MODERN MARKETING RESEARCH: CONCEPTS, METHODS, AND CASES, 2nd Edition explains in detail the analytical and statistical approaches essential in marketing research, including standard multivariate methods like Factor, Cluster, and Conjoint Analyses, as well as the latest Hierarchical Bayes, Heterogeneity, and Sample Selection techniques. More than three dozen in-text cases highlight research projects in business and academic settings, while numerous examples and special interviews with industry experts give them an in-depth perspective of marketing research and its applications in the real world.
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