Essentials of Marketing Research, 6/e (Paperback)

Name: Essentials of Marketing Research, 6/e (Paperback)
Price: 1646 TWD
Availability: OnlineOnly
Author: Joseph F. Hair, Jr.,David J. Ortinau,Dana E. Harrison
ISBN: 1266261508

Joseph F. Hair, Jr.,David J. Ortinau,Dana E. Harrison

出版商: McGraw-Hill Education
出版日期: 2023-11-01
售價: $1,680
貴賓價: 9.8 折 $1,646
語言: 英文
頁數: 428
ISBN: 1266261508
ISBN-13: 9781266261503
相關分類: 行銷/網路行銷 Marketing

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商品描述

Essentials of Marketing Research uses an application-oriented approach to equip students with tools and skills necessary to solve business problems and maximize opportunities. The authors' years of practical market research experience is evidenced thorough their treatment of qualitative research, to their coverage of sample size rules-of-thumb, background literature reviews, and new market research tools and techniques. This latest 6th edition gives students a strong command of market research principles, while being concise enough for cases & other course projects. A continuing case and corresponding data sets included.

商品描述(中文翻譯)

《行銷研究基礎》採用以應用為導向的方法，為學生提供解決商業問題和最大化機會所需的工具和技能。作者多年的實踐市場研究經驗在書中得到體現，從對質性研究的處理到樣本大小的經驗法則、背景文獻回顧以及新的市場研究工具和技術的涵蓋。這本最新的第六版使學生對市場研究原則有著牢固的掌握，同時又足夠簡潔，適合案例和其他課程項目使用。書中還包含持續的案例和相應的數據集。

作者簡介

作者：Joseph F. Hair, Jr.
現職：University of South Alabama

作者：David J. Ortinau
現職：University of South Florida

作者：Dana E. Harrison
現職：East Tennessee State University

作者簡介(中文翻譯)

作者：Joseph F. Hair, Jr.
現職：南阿拉巴馬大學

作者：David J. Ortinau
現職：南佛羅里達大學

作者：Dana E. Harrison
現職：東田納西州立大學

目錄大綱

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 and Observational Research Designs and Data Collection Approaches
Ch 5 Descriptive, Predictive and Causal 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