內容簡介

  1.Practical, application-oriented approach:concisely written and designed for use alongside cases and other course projects.

  2.Running Case & SPSS Data Sets: For the fourth edition additional variables have been added to the Santa Fe Grill and Jose’s Southwestern Café running cases.

  3.New Marketing Dashboard: features throughout focus on timely, thought-provoking issues, including ethics, privacy, and online data collection, the roles of Twitter and LinkedIn, and more!
 

作者介紹

作者簡介

Joseph F. Hair, Jr.


  現職:University of South Alabama

Mary Celsi

  現職:California State University-Long Beach

David J. Ortinau

  現職:University of South Florida

Robert P. Bush

  現職:Houston Baptist University
 

目錄

PART Ⅰ: THE ROLE AND VALUE OF MARKETING RESEARCH INFORMATION
Ch 1 Marketing Research for Managerial Decision Making
Ch 2 The Marketing Research Process and Proposals

PART Ⅱ: DESIGNING THE MARKETING RESEARCH PROJECT
Ch 3 Secondary Data, Literature Reviews and Hypotheses
Ch 4 Exploratory Research Designs and Data Collection Approaches
Ch 5 Descriptive and Casual Research Designs

PART Ⅲ: GATHERING AND COLLECTING ACCURATE DATA
Ch 6 Sampling: Theory and Methods
Ch 7 Measurement and Scaling
Ch 8 Designing the Questionnaire

PART Ⅳ: DATA PREPARATION, ANALYSIS AND REPORTING THE RESULTS
Ch 9 Qualitative Data Analysis
Ch10 Preparing Data for Quantitative Analysis
Ch11 Basic Data Analysis for Quantitative Research
Ch12 Examining Relationships in Quantitative Research
Ch13 Communicating Marketing Research Findings
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