<本書特色>
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Writing Style: An accessible, interesting writing style continues as a hallmark of this book. With a careful balance between theory and practice and a sprinkling of interesting examples and anecdotes, the writing style helps clarify and simplify the market research process rather than making it a mystery. In addition, the text offers comprehensive rather than superficial treatment of topics.
Statistical Approach: A review of statistical theory in Chapter 13 provides students with an overview of the basic aspects of statistics. Because this text stresses managerial applications more than statistical theory, students are given some basic tools to perform common data analysis. More sophisticated data analysis approaches are left for further reference. Thus, the readers can learn how to test simple hypotheses involving differences between means or relationships among variables. Coverage of cross-tabulation, t-tests, ANOVA and regression teaches students these techniques. In addition, easy-to-follow click-through sequences can walk a student through a few of most basic approaches to producing statistical results.
Research Snapshots: These features, integrated throughout the text, explore marketing research processes in a variety of modern businesses situations ranging from natural disasters to international food. The boxes also illustrate research techniques and applications in a step-by-step fashion. Examples of companies highlighted include, Proctor & Gamble, Hidden Valley Ranch, and Home Depot.
Learning Objectives: Each chapter begins with a concise list of learning objectives that emphasize the core areas of competency that the student should master before proceeding to the next chapter. Instructors will find these useful in assessment of both student outcomes as well as course or program outcomes. The chapter material is clearly linked to the learning objectives, and the end-of-chapter materials emphasize questions and activities relevant to these key competencies.
Key Terms: Key terms are found within the chapter as well as in the margins to help students recognize and retain important marketing research and statistical terminology. Learning the vocabulary of marketing research is essential to understanding the topics presented.
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<章節目錄>
PART I: INTRODUCTION.
1. The Role of Marketing Research.
2. Information Systems and Knowledge Management.
3. The Marketing Research Process: An Overview.
4. The Human Side of Marketing Research: Organizational and Ethical Issues.
PART II: DESIGNING RESEARCH STUDIES.
5. Qualitative Analysis.
6. Secondary Data Research in a Digital Age.
7. Survey Research.
8. Observation.
9. Conducting Marketing Experiments.
PART III: MEASUREMENT.
10. Measurement and Attitude Scaling.
11. Questionnaire Design.
PART IV: SAMPLING AND STATISTICAL THEORY.
12. Sampling Designs and Sampling Procedures.
13. Determination of Sample Size: A Review of Statistical Theory.
PART V: ANALYSIS AND REPORTING.
14. Basic Data Analysis.
15. Testing for Differences Between Groups and for Relationships Among Variables.
16. Communicating Research Results
PART VI: COMPREHENSIVE CASES WITH COMPUTERIZED DATABASES
