Marketing Research, EMEA Edition

Höfundar: Carl McDaniel Jr., Roger Gates
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5.990 kr.

Marketing Research, EMEA Edition

Veldu vöru

Rafræn sending. Upplýsingar verða sendar á netfangið þitt eftir kaup
Rafbók til leigu í 120 daga. Útgáfa: 11

Efnisyfirlit

  • Cover
  • Title Page
  • Preface
  • CHAPTER 1: The Role of Marketing Research in Management Decision Making
    • Nature of Marketing
    • Marketing Research and Decision Making
    • Development of Marketing Research
    • Summary
    • Key Terms
    • Questions for Review & Critical Thinking
  • CHAPTER 2: The Marketing Intelligence Universe and Research Ethics
    • Rapidly Changing Structure of the Marketing Research Industry
    • Organizations Involved in Marketing Intelligence
    • Consumer and Industrial Corporate Marketing Research Departments
    • Research Suppliers
    • Using Marketing Research—A Corporate Perspective
    • Marketing Research Ethics
    • Summary
    • Key Terms
    • Questions for Review & Critical Thinking
    • Working the Net
  • CHAPTER 3: Problem Definition, Exploratory Research, and the Research Process
    • Critical Importance of Correctly Defining the Problem
    • Research Objectives As Hypotheses
    • Marketing Research Process
    • Managing the Research Process
    • The Marketing Research Proposal
    • What Motivates Decision Makers to Use Research Information?
    • Summary
    • Key Terms
    • Questions for Review & Critical Thinking
    • Working the Net
  • CHAPTER 4: Secondary Data, Big Data, and Data Analytics
    • Nature of Secondary Data
    • Internal Databases
    • Big Data Analytics
    • Decision Support Systems
    • Summary
    • Key Terms
    • Questions for Review and Critical Thinking
    • Working the Net
  • CHAPTER 5: Qualitative Research
    • Nature of Qualitative Research
    • Focus Groups
    • Other Qualitative Methodologies
    • Future of Qualitative Research
    • Summary
    • Key Terms
    • Questions for Review & Critical Thinking
    • Working the Net
  • CHAPTER 6: Traditional Survey Research
    • Popularity of Survey Research
    • Types of Errors in Survey Research
    • Types of Surveys
    • Determination of the Survey Method
    • Summary
    • Key Terms
    • Questions for Review & Critical Thinking
  • CHAPTER 7: Online Marketing Research: The Growth of Mobile and Social Media Research
    • The Online World
    • Using the Internet for Secondary Data
    • Online Qualitative Research
    • Webcam Focus Groups
    • Online Survey Research
    • Commercial Online Panels
    • Mobile Internet Research—The Future Is Now
    • Social Media Marketing Research
    • Summary
    • Key Terms
    • Questions for Review & Critical Thinking
    • Working the Net
  • CHAPTER 8: Primary Data Collection: Observation
    • Nature of Observation Research
    • Human Observation
    • Machine Observation
    • Tracking
    • Virtual Reality Research
    • Summary
    • Key Terms
    • Questions for Review & Critical Thinking
    • Working the Net
  • CHAPTER 9: Primary Data Collection: Experimentation and Test Markets
    • What Is an Experiment?
    • Demonstrating Causation
    • Experimental Setting
    • Experimental Validity
    • Experimental Notation
    • Extraneous Variables
    • Experimental Design, Treatment, and Effects
    • Limitations of Experimental Research
    • Selected Experimental Designs
    • Test Markets
    • Summary
    • Key Terms
    • Questions for Review & Critical Thinking
    • Working the Net
  • CHAPTER 10: The Concept of Measurement
    • Measurement Process
    • Step One: Identify the Concept of Interest
    • Step Two: Develop a Construct
    • Step Three: Define the Concept Constitutively
    • Step Four: Define the Concept Operationally
    • Step Five: Develop a Measurement Scale
    • Step Six: Evaluate the Reliability and Validity of the Measurement
    • Summary
    • Key Terms
    • Questions for Review & Critical Thinking
    • Working the Net
  • CHAPTER 11: Using Measurement Scales to Build Marketing Effectiveness
    • Attitudes, Behavior, and Marketing Effectiveness
    • Attitude Measurement Scales
    • Considerations in Selecting a Scale
    • Attitude Measures and Management Decision Making
    • Summary
    • Key Terms
    • Questions for Review & Critical Thinking
    • Working the Net
  • CHAPTER 12: Questionnaire Design
    • Role of a Questionnaire
    • Criteria for a Good Questionnaire
    • Does It Solicit Information in an Unbiased Manner: Questionnaire Design Process
    • Impact of the Internet and Mobile Phones on Questionnaire Development
    • Adapting to Mobile Device Questionnaires
    • Costs, Profitability, and Questionnaires
    • Summary
    • Key Terms
    • Questions for Review & Critical Thinking
    • Working the Net
  • CHAPTER 13: Basic Sampling Issues
    • Concept of Sampling
    • Developing a Sampling Plan
    • Sampling and Nonsampling Errors
    • Probability Sampling Methods
    • Nonprobability Sampling Methods
    • Internet Sampling
    • Summary
    • Key Terms
    • Questions for Review & Critical Thinking
    • Working the Net
  • CHAPTER 14: Sample Size Determination
    • Determining Sample Size for Probability Samples
    • Normal Distribution
    • Population and Sample Distributions
    • Sampling Distribution of the Mean
    • Determining Sample Size
    • Statistical Power
    • Summary
    • Key Terms
    • Questions for Review & Critical Thinking
    • Working the Net
  • CHAPTER 15: Data Processing and Basic Data Analysis
    • Overview of Data Analysis Procedure
    • Step One: Validation and Editing of Paper Surveys
    • Step Two: Coding
    • Step Three: Data Capture
    • Step Four: Logical Cleaning of Data
    • Step Five: Tabulation and Statistical Analysis
    • Graphic Representations of Data
    • Descriptive Statistics
    • Summary
    • Key Terms
    • Questions for Review & Critical Thinking
    • Working the Net
  • CHAPTER 16: Statistical Testing of Differences and Relationships
    • Evaluating Differences and Changes
    • Statistical Significance
    • Hypothesis Testing
    • Commonly Used Statistical Hypothesis Tests
    • Goodness of Fit
    • Hypotheses about One Mean
    • Hypotheses about Two Means
    • Hypotheses about Proportions
    • Analysis of Variance (ANOVA)
    • P Values and Significance Testing
    • Summary
    • Key Terms
    • Questions for Review & Critical Thinking
    • Working the Net
  • CHAPTER 17: Bivariate Correlation and Regression
    • Bivariate Analysis of Association
    • Bivariate Regression
    • Correlation for Metric Data: Pearson’s Product–Moment Correlation
    • Summary
    • Key Terms
    • Questions for Review & Critical Thinking
    • Working the Net
  • CHAPTER 18: Multivariate Data Analysis
    • Multivariate Analysis Procedures
    • Multivariate Software
    • Multiple Regression Analysis
    • Multiple Discriminant Analysis
    • Cluster Analysis
    • Factor Analysis
    • Conjoint Analysis
    • Big Data and Hadoop
    • Predictive Analytics
    • Summary
    • Key Terms
    • Questions for Review & Critical Thinking
    • Working the Net
  • CHAPTER 19: Communicating the Research Results
    • The Research Report
    • Organizing the Report
    • Interpreting the Findings
    • Making a Presentation
    • Summary
    • Key Terms
    • Questions for Review & Critical Thinking
    • Working the Net
  • CHAPTER 20: Managing Marketing Research
    • Marketing Research Supplier Management
    • Communication
    • The Key Role of the Project Manager
    • Managing the Research Process
    • Managing a Marketing Research Department
    • Summary
    • Key Terms
    • Questions for Review & Critical Thinking
    • Working the Net
  • Appendix A: Statistical Tables
  • Appendix B: Considerations in Creating a Marketing Plan (Online)
  • Appendix C: Comprehensive Cases (Online)
  • Endnotes
  • Glossary
  • QSR Survey
  • Index
  • End User License Agreement

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