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Marketing research : concepts, practices, and cases

著者: Sunanda Easwaran; Sharmila J Singh
出版商: Oxford ; New York : Oxford University Press, 2006.
版本/格式:   打印图书 : 英语查看所有的版本和格式
提要:
"Marketing Research is a comprehensive textbook specially designed to meet the needs of management students. It combines the quantitative and qualitative aspects of marketing research, and addresses its utility for both the researcher and the end-user. It provides in-depth coverage of the key elements of the subject: its theoretical foundations, techniques of planning and design, research methodology for the  再读一些...
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类型/形式: Case studies
附加的形体格式: Online version:
Easwaran, Sunanda.
Marketing research.
Oxford ; New York : Oxford University Press, 2006
(OCoLC)712595077
文档类型 图书
所有的著者/提供者: Sunanda Easwaran; Sharmila J Singh
ISBN: 9780195676969 0195676963
OCLC号码: 124036365
描述: x, 605 pages : illustrations ; 24 cm
内容: pt. 1. Introduction to Marketing Research --
1. Nature and Scope of Marketing Research --
2. The Role of Research in Marketing --
3. Practical Tips for Researchers --
pt. 2. Planning for Marketing Research --
4. Stages in Planning Marketing Research --
5. Types of Research --
6. Types and Sources of Data --
7. Experimentation --
8. Interview Techniques --
9. Sampling --
10. Designing Questionnaires and Interview Guides --
11. Building Attitude Exploration into Questionnaires --
pt. 3. Implementing Research: Quantitative Surveys --
12. Fieldwork, Data Editing, Tabulation, and the Basic Concepts of Analysis --
13. Specific Techniques for Analysis of Data --
14. Computer Based Techniques of Data Analysis.
责任: Sunanda Easwaran, Sharmila J. Singh.

摘要:

Marketing Research is a comprehensive textbook specially designed to meet the needs of management students. It combines both the quantitative and qualitative aspects of marketing research, and  再读一些...

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