The Essentials of Marketing Research.

Mostrar otras versiones (1)

Identifying and assessing the ways in which changes in the marketing mix affect consumer behavior is key to a successful marketing strategy. The Essentials of Marketing Research guides the student in designing, conducting and interpreting marketing research. This comprehensive textbook covers the fu...

Descripción completa

Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Silver, Lawrence S.
Otros Autores: Stevens, Robert E., Wrenn, Bruce, Loudon, David L.
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Hoboken : Taylor and Francis, 2012.
Edición:3rd ed.
Temas:
Marketing research.
Marketing research > Case studies.
Marketing > Recherche.
Marketing > Recherche > Études de cas.
BUSINESS & ECONOMICS > Marketing > Research.
Marketing research
Electronic books.
Case studies
Acceso en línea:Texto completo
Tabla de Contenidos:
  • Introduction to marketing research
  • Ethics in marketing research
  • Secondary data
  • Research designs : exploratory and qualitative research
  • Research design : descriptive and causal research
  • Measurement
  • Primary data collection
  • Designing the data-gathering instrument
  • Sampling methods and sample size
  • Fielding the data-gathering instrument
  • Analyzing and interpreting data for decisions
  • Advanced data analysis
  • The research report
  • Cases.

Ejemplares similares