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외국도서
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경제경영/인문사회
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경제/경영
Marketing Research
2013년 9월 9일 이후 누적수치입니다.
- 저 : Parasuraman, A./ Grewal, Dhruv/ Krishnan, R.
- 출판사 : Houghton Mifflin
- 발행 : 2006년 01월 31일
- 쪽수 : 0
- ISBN : 9780618660636
| 정가 |
43,000원 |
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43,000원
1,290P (3%적립)
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이벤트/기획전
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연관도서
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상품권
목차
| Note: Each chapter concludes with a Summary, Review and Discussion Questions, Application Exercises, and Internet Exercises | |
| Introduction to Marketing Research | |
| The Nature and Scope of Marketing Research eBay: Listening to Customers | |
| The Role of Marketing Research in Strategic Planning and Decision Making | |
| Definition of Marketing Research | |
| Basic Marketing Research Principles | |
| The Importance of Analysis and Interpretation Marketing Research Aids--But Does Not Replace--Decision Making | |
| Marketing Research Applications | |
| Organization of and Careers in Marketing Research | |
| Yo Quiero Taco Bell | |
| Nike Chainsaw Ad | |
| External Providers of Marketing Research Factors to Consider in Deciding to Use External Suppliers Criteria for Evaluating External Suppliers | |
| The Marketing Research Process Colgate-Palmolive in Germany: CAT Shows the Way Major Steps in the Marketing Research Process Interdependence of Process Steps | |
| Marketing Research for the BK Broiler Chicken Sandwich Ethical Issues in Marketing Research | |
| OfficeMax | |
| L&H Marketing Research | |
| Types of Marketing Research From "Always Coca-Cola" to "Coca-Cola, Enjoy" | |
| Exploratory Versus Conclusive Research | |
| Conducting Exploratory Research | |
| Conclusive Research: Descriptive Versus Experimental | |
| Conducting Descriptive Research | |
| Conducting Experimental Research | |
| Determining Which Type of Research to Conduct | |
| Aleve | |
| Superior Landscape Company | |
| Data Collection: Types and Methods | |
| Secondary Data What Do Pure and Persil | |
| Detergents, Huggies Diapers, Bird's Eye Fish Sticks, and Cadbury Chocolates Have in Common? | |
| Advantages of Secondary Data Limitations of Secondary Data Sources and Types of Secondary Data | |
| Managing Secondary Data Marketing Information Systems (MkISs) | |
| Cooling Cooking Combo, Inc. | |
| Harley-Davidson | |
| Using Geographic Information Systems for Marketing Research | |
| What Do Starbucks, Blockbuster, and Hyundai Have in Common? | |
| Geographic Information Systems | |
| Mapping and Targeting Customers Choosing New Store Sites | |
| Developing Local Advertising Campaigns | |
| New Site Selection at Gold's Gym | |
| Mammography Screening in Urban Atlanta | |
| Primary-Data Collection | |
| Who Are Air Travelers, and What Do They Do in the Airport? | |
| Airports Want to Know Variety of Data Collection Methods Questioning Versus Observation Questionnaire Format | |
| Questionnaire Administration Methods | |
| Types of Observation Techniques | |
| Castrol | |
| Colgate-Palmolive Mexico | |
| Qualitative Research Focus Groups | |
| Help Fidelity Investments in Designing Its Online Trading Services | |
| What Is Qualitative Research? | |
| Qualitative Versus Quantitative Research Focus | |
| Group Interviews | |
| Advantages of Focus Groups | |
| Disadvantages of Focus Groups | |
| Focus Group Applications | |
| Impact of Technology on Focus | |
| Group Research | |
| Other Qualitative Research Techniques | |
| In-Depth Interviews | |
| A Final Note | |
| AT&T | |
| CrossPad | |
| Experimentation in Marketing Research | |
| Eddie Bauer's Electronic Windows Descriptive Versus Experimental Research | |
| Conditions for Inferring Causality Laboratory Versus Field Experiments | |
| Deciding Which Type of Experiment to Use Threats to Internal and External Validity | |
| Experimental Design | |
| Polaroid I-Zone Camera | |
| Lands' End | |
| Data Collection: Measurement Instruments and Sampling | |
| Measurement and Scaling Most Reputable Companies in the United States | |
| Measurement Levels Classes of Variables Attitude Scaling | |
| Use of Rating Scales in Self-Report Measurements Commonly Used Multiple-Item Scales | |
| Strengths of Multiple-Item Scales | |
| Don's Auto Detailing | |
| Ruby's Cyber Cafeacute; | |
| Questionnaire Design Circuit City: BizRate Customer Satisfaction | |
| Survey Questionnaire | |
| Design Questionnaire | |
| Design Process Question Form Question | |
| Relevance and Wording Sequencing of Questions | |
| Questionnaire Appearance and Layout Pretesting Questionnaires for Computerized and Online Interviewing | |
| Designing Cover Letters for Mail and Online Surveys | |
| Openers for Personal and Telephone Interviews | |
| Designing Observation Forms | |
| United Airlines | |
| Burdines | |
| Sampling Foundations Gallup on Sampling: Gallup Survey--China | |
| Sampling Versus Census Studies | |
| Probability Versus Nonprobability Sampling | |
| Sampling Error and Sampling Distribution Estimating Confidence Intervals | |
| Determining Sample Size | |
| Nike Chainsaw Ad (B) | |
| Exit Polls and the 2000 Presidential Election Debacle | |
| Data Analysis | |
| Quality Control and Initial Analysis of Data | |
| Data Analysis at Rockbridge Associates: From Data Integrity to Hypothesis Testing | |
| Editing Coding Preliminary | |
| Data Analysis: Basic Descriptive Statistics | |
| Puma | |
| Firestone: Part 1 | |
| Hypothesis Testing | |
| Hypotheses Testing: Key to Actionable Strategies | |
| Descriptive Versus Inferential Analysis | |
| Overview of Hypothesis Testing | |
| Role of Hypothesis Testing in Data Analysis | |
| Specific Hypothesis Tests | |
| Firestone: Part 2 | |
| The Pankey Institute: Part 1 | |
| Examining Associations: Correlation and Regression | |
| Did You Know That... Spearman Correlation Coefficient | |
| Pearson Correlation Coefficient | |
| Simple Regression Analysis | |
| Practical Applications of Regression | |
| Equations Precaution in Using Regression Analysis | |
| Multiple Regression Analysis | |
| Implications of Multicollinearity | |
| Athenaeum Booksellers: Part 1 | |
| The Pankey Institute: Part 2 | |
| Overview of Other Multivariate Techniques | |
| Virtual Consumer Initiative | |
| Dependence and Interdependence Techniques Analysis of Variance Factorial | |
| ANOVA Factor Analysis | |
| Cluster Analysis | |
| Multidimensional Scaling Conjoint Analysis | |
| Athenaeum Booksellers: Part 2 | |
| The Pankey Institute: Part 3 | |
| Communicating with Research Users | |
| Presenting Research Results | |
| Languages Spoken by the 6 Billion People on the Earth | |
| Importance of Understanding the Audience Components of the Written Report | |
| Preparing Effective Written Reports | |
| Graphical Illustrations Oral Presentations | |
| National Insurance Company | |
| The Pankey Institute: Part 4 | |
| Table of Contents provided by Publisher. All Rights Reserved. |
책소개
InMarketing Research,the authors offer undergraduate and MBA students a compelling introduction to the field with extensive use of global, technology, service, and small business examples. Distinctive features include integrated coverage of technology tools and statistical analysis, current research, and a strong focus on strategy. To reinforce the text's emphasis on technology, each new copy of the text can be packaged with SPSS software containing data sets--created by the authors--specifically related to examples and tutorials from the chapters on data analysis. Case in Pointsections appear after the introduction of each major topic to reinforce key information with detailed examples. Research in Useboxes provide a variety of interesting real-world examples--often featuring offbeat or unique scenarios--that in some instances have been researched firsthand by the authors. Chapter 5,Using Geographic Information Systems for Marketing Research,devotes special attention to an important tool used in contemporary marketing research.
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