书籍详情
营销研究入门
作者：（美）Gilbert A.Churchill，（美）Tom J.Brown著
出版社：北京大学出版社
出版时间：2004-01-01
ISBN：9787301066010
定价：¥68.00
购买这本书可以去
内容简介
ThomasJ.Brown，俄克拉何马州立大学的营销学副教授，在威斯康星大学麦迪逊商学院获得营销学博士学位和营销学硕士学位。Tom还是俄克拉何马州立大学的工商管理硕士和营销学理学学士。在就读威斯康星大学麦迪逊商学院之前，他就是营销系博联会、威斯康星校友研究基金会大学联谊会的成员。他还是RichardD.Irwin基金会博士论文奖励基金的获得者。Tom曾独立撰写或与他人合著过多篇论文，广泛地发表在JournalofMarketing、JournalofMarketingResearch、JournalofConsumerResearch、JournalofRetailing、JournalofSecienceResearch、JournalofServicesMarketing和MarketingHealthServices等知名期刊上。他的研究领域包括公司联合的原因和影响、个人忠诚度的决定因素、客户对服务中的各种冲突的反应、在冲突发生前造成的影响及服务员工的客户导向。Tom的教学领域包括营销调查、服务营销和公司交流。Tom还是美国营销协会及消费者调查协会的成员。本教材是市场营销调查方面最为畅销的入门性读物，其第5版进行了全面的修订，在保持了它最重要的特点：：所提供信息的相关性和重要性：：的同时，使得学生更加容易理解教材的内容。对修订后的教材进行大致的浏览之后，你就会发现，我们不仅真正地强调管理与决策，而且非常详细地解释了营销调查的内涵以及营销调查的过程。这本教材会让学生全面理解现代营销调查实践，掌握从提出问题到表述结果的整个过程。
作者简介
Thomas J.Brown，俄克拉何马州立大学的营销学副教授，在威斯康星大学麦迪逊商学院获得营销学博士学位和营销学硕士学位。Tom还是俄克拉何马州立大学的工商管理硕士和营销学理学学士。在就读威斯康星大学麦迪逊商学院之前，他就是营销系博联会、威斯康星校友研究基金会大学联谊会的成员。他还是Richard D.Irwin基金会博士论文奖励基金的获得者。Tom曾独立撰写或与他人合著过多篇论文，广泛地发表在Journal of Marketing、Journal of Marketing Research、Journal of Consumer Research、Journal of Retailing、Journal of Secience Research、Journal of Services Marketing和Marketing Health Services等知名期刊上。他的研究领域包括公司联合的原因和影响、个人忠诚度的决定因素、客户对服务中的各种冲突的反应、在冲突发生前造成的影响及服务员工的客户导向。Tom的教学领域包括营销调查、服务营销和公司交流。Tom还是美国营销协会及消费者调查协会的成员。
目录
PART ONE
introduction to Marketing Research and Problem Definition
1 Role of Marketing Research
2 Gathering Marketing Intelligence
3 Process of Marketing Research
4 Problem Formulation
PART TWO
Research Design
5 Types of Research Design and Exploratory Research
6 Descriptive and Causal Research Designs
PART THREE
Data Collection Methods
7 Secondary Data
8 Standardized Marketing Information Services
9 Collecting Primary Data
10 Collecting Information by Communication
11 Collecting Information by Observation
PART FOUR Data Collection Forms
12 Designing the Questionnaire or Observation Form
13 Measurement Basics
14 Measuring Attitudes, Perceptions, and Preferences
PART FIVE
Sampling and Data Collection
15 Sampling Basics, Nonprobability, and Simple Random Samples
16 Stratified and Cluster Sampling
17 Sample Size
18 Collecting the Data: Nonsampling Errors and Response Rate Calculation
PART SIX Data Analysis
19 Data Analysis: Preliminary Steps
20 Data Analysis: Analyzing Individual Variables and Basics of Hypothesis Testing
21 Data Analysis: Analyzing Multiple Variables Simultaneously
PART SEVER Research Reports
22 The Research Report
Epilogue
Appendix
Notes
Glossary
Index
introduction to Marketing Research and Problem Definition
1 Role of Marketing Research
2 Gathering Marketing Intelligence
3 Process of Marketing Research
4 Problem Formulation
PART TWO
Research Design
5 Types of Research Design and Exploratory Research
6 Descriptive and Causal Research Designs
PART THREE
Data Collection Methods
7 Secondary Data
8 Standardized Marketing Information Services
9 Collecting Primary Data
10 Collecting Information by Communication
11 Collecting Information by Observation
PART FOUR Data Collection Forms
12 Designing the Questionnaire or Observation Form
13 Measurement Basics
14 Measuring Attitudes, Perceptions, and Preferences
PART FIVE
Sampling and Data Collection
15 Sampling Basics, Nonprobability, and Simple Random Samples
16 Stratified and Cluster Sampling
17 Sample Size
18 Collecting the Data: Nonsampling Errors and Response Rate Calculation
PART SIX Data Analysis
19 Data Analysis: Preliminary Steps
20 Data Analysis: Analyzing Individual Variables and Basics of Hypothesis Testing
21 Data Analysis: Analyzing Multiple Variables Simultaneously
PART SEVER Research Reports
22 The Research Report
Epilogue
Appendix
Notes
Glossary
Index
猜您喜欢
