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市场研究导论及SPSS应用 Marketing Research Essentials with SPSS

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最低价：￥766.40

定价：￥958.00

作者：CarlMcDaniel, Jr　著著

出版社：John Wiley & Sons

出版时间：2007-7-1

I S B N：9780470131985

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市场研究导论及SPSS应用 Marketing Research Essentials with SPSS

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766.40元

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内容简介

　　Real-World Orientation. Throughout the text, Cases, Chapter-Opening Vignettes, Marketing Research War Stories, and Ethical Dilemmas connect the materials to the real world of marketing research, as it's practiced in today's top firms.
　　Focus on the research user - continues to present marketing research through the eyes of a manager using, or purchasing marketing research information.
　　Chapter-Opening Vignettes discuss prominent companies/products.
　　Marketing Research Across the Organization features present a series of questions and scenarios that require students to consider the impact of marketing research on basic business activities related to finance, production, human resources, and so forth.

作者简介

Chapter 1 - The Role of Marketing Research in Management Decision Making
　Chapter 1 Appendix A - Careers in Marketing Research
　Chapter 1 Appendix B - Marketing Research Ethics
Chapter 2 - Problem Definition, Exploratory Research, and the Research Process
Chapter 3 - Secondary Data and Databases
Chapter 4 - Qualitative Research
Chapter 5 - Survey Research
Chapter 6 - Primary Data Collection: Observation
Chapter 7 - Primary Data Collection: Experimentation
Chapter 8 - The Concept of Measurement and Attitude Scales
Chapter 9 - Questionnaire Design
Chapter 10 - Basic Sampling Issues
Chapter 11 - Sample Size Determination
Chapter 12 - Data Processing, Fundamental Data Analysis, and the Statistical Testing of Differences
Chapter 13 - Bivariate Correlation and Regression
Chapter 14 - Communicating the Research Results and Managing Marketing Research
Appendix 1 - Statistical Tables