Essentials of marketing research
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| 主要作者: | |
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| 格式: | 图书 |
| 出版: |
Harlow :
Prentice Hall/Financial Times,
2003.
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| 版: | 3rd ed. |
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书本目录:
- 1. The nature of marketing research 2. Planning the research project 3. Secondary data 4. Sampling 5. Surveys 6. Measurement and scaling 7. Questionnaires 8. Qualitative research 9. Observations and experiments 10. Quantitative data analysis 11. Qualitative data analysis 12. Evaluating, reports and presentation 13. Applied marketing research 14. Marketing research settings: business-to-business, services and internal marketing 15. Global marketing research 16. Marketing decision-support systems