具体描述
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!
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!
著者信息
作者简介
Joseph F. Hair, Jr.
现职：University of South Alabama
Mary Celsi
现职：California State University-Long Beach
David J. Ortinau
现职：University of South Florida
Robert P. Bush
现职：Houston Baptist University
Joseph F. Hair, Jr.
现职：University of South Alabama
Mary Celsi
现职：California State University-Long Beach
David J. Ortinau
现职：University of South Florida
Robert P. Bush
现职：Houston Baptist University
图书目录
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
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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