Catálogo bibliográfico
Bibliographic catalog
Item type | Current location | Call number | Status | Date due | Barcode | Item holds |
---|---|---|---|---|---|---|
Book | Biblioteca Universidade Europeia (QBN) | 658.8.012.1 AAK 9804 | Available | 9804 |
Table of contents
Part I - The Nature and Scope of Marketing Research
1. A Decision-Making Perspective on Marketing Intelligence
2. Marketing Research in Practice
3. The Marketing Research Process
4. Research Design and Implementation
Part II - Data Collection
Section A: Secondary and Exploratory Research
5. Secondary Sources of Marketing Data
6. Standardized Sources of Marketing Data
7. Marketing Research on the Internet
8. Information Collection: Qualitative and Observational Methods
Section B: Descriptive Research
9. Information from Respondents: Issues in Data Collection
10. Information from Respondents: Survey Methods
11. Attitude Measurement
12. Designing the Questionnaire
Section C: Causal Research
13. Experimentation
Section D: Sampling
14. Sampling Fundamentals
15. Sample Size and Statistical Theory
Part III - Data Analysis
16. Fundamentals of Data Analysis
17. Hypothesis Testing: Basic Concepts and Tests of Associations
18. Hypothesis Testing: Means and Proportions
Part IV - Special Topics in Data Analysis
19. Correlation Analysis and Regression Analysis
20. Discriminant, Factor, and Cluster Analysis
21. Multidimensional Scaling and Conjoint Analysis
22. Presenting the Results
Part V - Applications of Marketing Intelligence
23. Marketing-Mix Measures
24. Brand and Customer Metrics
25. New Age Strategies
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