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Marketing Research, European Edition: An Applied Approach (Маркетинговые исследования: прикладной подход)

Опубликовано на портале: 25-11-2003
Изд-во: Pearson Education, 2002, 816 с.
Тематический раздел:
Marketing Research: An Applied Approach is aimed at students studying marketing research at undergraduate and postgraduate level. This new edition of Marketing Research: An Applied Approach builds upon Birks well received European adaptation of Malhtoras classic text whilst also drawing on the strengths of Malhotras most recent US edition. It forms a comprehensive, authoritative and thoroughly European introduction to applied marketing research and covers both quantitative and qualitative techniques in depth.

Рекомендуется для студентов, изучающих маркетинговые исследования как на базовом, так и на продвинутом уровне. Данное издание представляет собой адаптацию классического американского учебника и содержит подробный разбор количественных и качественных методов прикладных маркетинговых исследований.

1. Introduction to marketing research
2. Defining the marketing research problem and developing a research approach
3. Research design
4. Secondary data collection and analysis
5. Internal secondary data and the use of databases
6. Qualitative research: its nature and approaches
7. Qualitative research: focus group discussions
8. Qualitative research: depth interviewing and projective techniques
9. Qualitative research: data analysis
10. Survey and quantitative observation techniques
11. Causal research design: experimentation
12. Measurement and scaling: fundamentals, comparative and non-comparative scaling
13. Questionnaire design
14. Sampling: design and procedures
15. Sampling: final and initial sample size determination
16. Survey fieldwork
17. Data preparation
18. Frequency distribution, cross-tabulation and hypothesis testing
19. Analysis of variance and covariance
20. Correlation and regression
21. Discriminant analysis
22. Factor analysis
23. Cluster analysis
24. Multidimensional scaling and conjoint analysis
25. Report preparation and presentation
26. International marketing research
Professional perspectives

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