内容

目次

PART I. THE NATURE AND SCOPE OF MARKETING RESEARCH. A Decision–Making Perspective on Marketing Research. Marketing Research in Practice. The Marketing Research Process. Research Design and Implementation. PART II. DATA COLLECTION. Secondary and Standardized Sources of Marketing Data. Marketing Research on the Internet. Information Collection: Qualitative and Observational Methods. Information from Respondents: Issues in Data Collection. Attitude Measurement. Designing the Questionnaire. Sampling Fundamentals. PART III.DATA ANALYSIS. Fundamentals of Data Analysis. Hypothesis Testing. Correlation Analysis and Regression Analysis. PART IV. APPLICATIONS. Presenting the Results. Applications of Marketing Research. APPENDIX. Table. Procedure. Glossary. Index.