Introducing Marketing Research 市场研究导论 azw3 chm 地址 kindle 阿里云 下载 umd pdf

The primary purpose of marketing research is to gather information which will allow your company or organisation to make better, more informed decisions. Many textbooks have been published on marketing research but most are very quantitative and are also too detailed for students taking a one-semester course, they do not focus on important qualitative issues such as depth interviews and focus groups - Baines and Chansarkar redress this imbalance. Written as an introduction to marketing research for students taking a one-semester module Introducing Market Research includes chapters on business to business marketing research and Internet marketing research. The authors adopt a practical focus and include numerous practical examples as well as coursework assignments.

FOREWORD BY ROBERT M. WORCESTER

FOREWORD BY DAVID SMITH

PREFACE

ABOUT THE AUTHORS

ABOUT THE CONTRIBUTORS

PART Ⅰ: RESEARCH DESIGN AND METHODS

Chapter 1: Introduction to Marketing Research

Chapter 2: Marketing Research: Process and Design

Chapter 3: Desk Research and Secondary Data Collection

Chapter 4: Qualitative Research Methods: Data Collection and Analysis

Chapter 5: Survey and Questionnaire Design

PART Ⅱ: STATISTICAL CONSIDERATIONS

Chapter 6: Basic Statistics and Data Analysis

Chapter 7: An Introduction to Sampling

Chapter 8: Hypothesis Testing and Tests of Association

Chapter 9: Hypothesis Testing and Tests of Difference

PART Ⅲ: Contexts in Marketing Research

Chapter 10: International Marketing Research

Chapter 11: Internet Marketing Research

Chapter 12: Business-to-business Markets and Karketing Raearch

Answers to Work Assignment Questions

Appendix Ⅰ:Selected Sources of Secondary Data

Appendix Ⅱ:Statistical Tables

Glossary

Index

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书籍介绍

The primary purpose of marketing research is to gather information which will allow your company or organisation to make better, more informed decisions. Many textbooks have been published on marketing research but most are very quantitative and are also too detailed for students taking a one-semester course, they do not focus on important qualitative issues such as depth interviews and focus groups - Baines and Chansarkar redress this imbalance. Written as an introduction to marketing research for students taking a one-semester module, "Introducing Market Research" includes chapters on business to business marketing research and Internet marketing research. The authors adopt a practical focus and include numerous practical examples as well as coursework assignments.