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Marketing Research
Gilbert A. Churchill
其他書名
Methodological Foundations
出版Dryden Press, 1999
主題Business & Economics / Marketing / GeneralBusiness & Economics / Marketing / Research
ISBN00302381619780030238161
URLhttp://books.google.com.hk/books?id=j0OXNxakmBwC&hl=&source=gbs_api
註釋Part I Marketing Research, the Research Process and Problem Definition 1 Marketing Research: A Pervasive Activity 2 Alternative Approaches to Marketing Intelligence 3 The Research Process and Problem Formulation Cases for Part 1 Part II Determine Research Design 4 Research Design 5 Causal Designs Cases for Part 2 Part III Design Data-Collection Method and Forms 6 Data Collection: Secondary Data Appendix 6A Secondary Data Sources 7 Data Collection: Primary Data 8 Data-Collection Forms 9 Attitude Measurement Appendix 9A Psychological Measurement Cases for Part 3 Part IV Sample Design and Data Collection 10 Sampling Procedures 11 Sample Size 12 Collecting the Data: Field Procedures and Nonsampling Errors Cases for Part 4 Part V Analysis and Interpretation of Data 13 Data Analysis: Preliminary Steps Appendix 13A Chi-Square Tests Appendix 13B Avery Sporting Goods 14 Data Analysis: Basic Questions Appendix 14A Hypothesis Testing 15 Data Analysis: Examination of Differences Appendix 15A Analysis of Variance Appendix 15B Analysis of Catalog-Buying Data 16 Data Analysis: Investigation of Association Appendix 16A Nonparametric Measures of Association Appendix 16B Analysis of Catalog-Buying Data 17 Multivariate Data Analysis: Discriminant Analysis, Factor Analysis, Cluster Analysis, and Multidimensional Scaling Appendix 17A More Multivariate Statistical Techniques Appendix 17B Analysis of Catalog-Buying Data Cases for Part 5 Part VI The Research Report 18 The Research Report.