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  MARKETING RESEARCH 7/E
   An Applied Orientation
    저자 Naresh K. Malhotra
    출판사 Pearson Higher Education
    출판년도 2019 / 888 pages
    ISBN 978-1-292-26563-6        판매가 53,000원
  
 
TITLE INFORMATION
For undergraduate and graduate courses in marketing research.
An applied and practical marketing research text
With a do-it-yourself, hands-on approach, Marketing Research: An Applied Orientation illustrates the interaction between marketing research decisions and marketing management decisions. This text uses a practical six-step framework for conducting marketing research, utilizing a variety of marketing companies to highlight qualitative and quantitative research strategies. The 7th Edition provides current, contemporary, and illustrative material sensitive to user needs. And with detailed emphasis on how to run the SPSS and SAS programs, marketing research students obtain the most extensive help available on this industry.

Table of Contents
PART I: INTRODUCTION AND EARLY PHASES OF MARKETING RESEARCH  
1. Introduction to Marketing Research  
2. Defining the Marketing Research Problem and Developing an Approach 
PART II: RESEARCH DESIGN FORMULATION 
3.   Research Design 
4.   Exploratory Research Design: Secondary and Syndicated Data 
5.   Exploratory Research Design: Qualitative Research 
6.   Descriptive Research Design: Survey and Observation 
7.   Causal Research Design: Experimentation 
8.   Measurement and Scaling: Fundamentals and Comparative Scaling 
9.   Measurement and Scaling: Noncomparative Scaling Techniques 
10. Questionnaire and Form Design 
11. Sampling: Design and Procedures 
12. Sampling: Final and Initial Sample Size Determination 
PART III: DATA COLLECTION, PREPARATION, ANALYSIS, AND REPORTING 
13. Fieldwork 
14. Data Preparation 
15. Frequency Distribution, Cross-Tabulation, and Hypothesis Testing 
16. Analysis of Variance and Covariance 
17. Correlation and Regression 
18. Discriminant and Logit Analysis 
19. Factor Analysis 
20. Cluster Analysis 
21. Multidimensional Scaling and Conjoint Analysis 
22. Structural Equation Modeling and Path Analysis 
23. Report Preparation and Presentation 
CASES 
1.1. HP: Using Marketing Research to Gain a Competitive Edge 
2.1. Baskin-Robbins: Can It Bask in the Good ‘Ole Days? 
2.2. Kid Stuff? Determining the Best Positioning Strategy for Akron Children’s Hospital 
3.1. AT&T Wireless: Ma Bell Becomes Ma Again 
3.2. IBM: A Top Provider of Computer Hardware, Software, and Services 
3.3. Kimberly-Clark: Competing Through Innovation 
4.1. JPMorgan Chase: Chasing Growth Through Mergers and Acquisitions 
4.2. Wendy’s: History and Life After Dave Thomas 
5.1. The Harvard Graduate Student Housing Survey 
5.2. BizRate.Com 
5.3. Cola Wars Continue: Coke and Pepsi in the Twenty-First Century 
5.4. TiVo in 2002 
5.5. Compaq Computer: Intel Inside? 
5.6. The New Beetle 


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