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Recherche marketing une approche appliquée 4ème édition (2010)
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Numéro de l'objet eBay :176236439384
Caractéristiques de l'objet
- État
- Type
- Textbook
- Subject
- Marketing
- ISBN
- 9780273725855
À propos de ce produit
Product Identifiers
Publisher
Pearson Education, The Limited
ISBN-10
0273725858
ISBN-13
9780273725855
eBay Product ID (ePID)
143642428
Product Key Features
Edition
4
Book Title
Marketing Research
Number of Pages
1080 Pages
Language
English
Topic
Marketing / Research
Publication Year
2012
Illustrator
Yes
Features
Revised
Genre
Business & Economics
Format
Trade Paperback
Dimensions
Item Height
1.6 in
Item Weight
67.4 Oz
Item Length
10.5 in
Item Width
7.7 in
Additional Product Features
Dewey Edition
22
Dewey Decimal
658.8/3
Edition Description
Revised edition
Table Of Content
1. Introduction to marketing research 2. Defining the marketing research problem and developing a research approach 3. Research design 4. Secondary data collection and analysis 5. Internal secondary data and the use of databases 6. Qualitative research: its nature and approaches 7. Qualitative research: focus group discussions 8. Qualitative research: in-depth interviewing and projective techniques 9. Qualittiave research: data analysis 10. Survey and quantitative observation techniques 11. Causal research design: experimentation 12. Measurement and scaling: fundamentals, comparative and non-comparative scaling 13. Questionnaire design 14. Sampling: design and procedures 15. Sampling: final and initial sample size determination 16. Survey fieldwork 17. Data integrity 18. Frequency distribution, cross-tabulation and hypothesis testing 19. Analysis of variance and covariance 20. Correlation and regression 21. Discriminant and logit analysis 22. Factor analysis 23. Cluster analysis 24. Multidimensional scaling and conjoint analysis 25. Structural equation modelling and path analysis 26. Report preparation and presentation 27. International marketing research 28. Business-to-business (b2b) marketing research
Synopsis
This text presents a look at both the principles and practices of marketing research with balanced coverage of qualitative and quantitative material. Written from the perspective of market research users, it reflects current trends in international marketing, ethics, and the continuing integration of technology., Working as a marketing researcher is an intellectually stimulating, engaging and creative occupation. Malhotra and Birks have long been regarded as offering the most applied, comprehensive and authoritative commentary on European Marketing Research, helping students to build a clear understanding of how to: diagnose and direct research questions that will support marketing decision making, appreciate what excellent research design means, utilise data collection techniques; qualitative and quantitative methods and forms of analysis, manage the ethical dilemmas and social and cultural issues faced by researchers in today's global, online world, integrate new developments in social media research with traditional marketing research methods.
LC Classification Number
HF5415.2
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