ISBN 13 : 978-0-470-52461-9

Sommaire : Contents

Part 1 The nature and scope of marketing research

Chapter 1 A Decision-Making Perspective on Marketing Intelligence

Chapter 2 Marketing Research in Practice

Chapter 3 The Marketing Research Process

Chapter 4 Research Design and Implementation

Part 2 Data collection

Section A Secondary and exploratory research
Chapter 5 Secondary Sources of Marketing Data

Chapter 6 Standardized Sources of Marketing Data

Chapter 7 Marketing Research on the Internet

Chapter 8 Information Collection: Qualitative and Observational Methods

Section B Descriptive research

Chapter 9 Information from Respondents: Issues in Data Collection

Chapter 10 Information from Respondents: Survey Methods

Chapter 11 Attitude Measurement

Chapter 12 Designing the Questionnaire

Section C Causal research

Chapter 13 Experimentation

Section D

Chapter 14 Sampling Fundamentals

Chapter 15 Sample Size and Statistical Theory

Part III Data analysis


Chapter 16 Fundamentals of Data Analysis

Chapter 17 Hypothesis Testing: Basic Concepts and Tests of Associations

Chapter 18 Hypothesis Testing: Means and Proportions

Part IV Special topics in data analysis


Chapter 19 Correlation Analysis and Regression Analysis

Chapter 20 Discriminant and Canonical Analysis

Chapter 21 Factor and Cluster Analysis

Chapter 22 Multidimensional Scaling and Conjoint Analysis

Chapter 23 Presenting the Results

Part V Applications of marketing intelligence


Chapter 24 Traditional Applications: Product, Price, Distribution, and Promotion

Chapter 25 Contemporary Applications: Competitive Advantage, Brand Equity, Customer Satisfaction, and Total Quality Management

Chapter 26 Emerging Applications: Database Marketing, E-Commerce, mobile marketing, social marketing and Customer Intelligence

Appendix

Langue : Anglais

Edition : 10ème

Lieu d'édition : TORONTO

Illustration(s) : Schémas

Localisation : Bibliothèque Campus de Nice

Support : Papier

Etat : Présent

Propriétaire : Bibliothèque