Marketing research text and cases

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Marketing research text and cases

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Mục lục

  • Contents

  • Acknowledgments

  • Chapter 1 Introduction to Marketing Research Introduction to Marketing Research

  • Chapter 2 Research Designs for Management Decision Making Research Designs for Management Decision Making

  • Chapter 3 Secondary Data Secondary Data

  • Chapter 4 Primary Data Collection Primary Data Collection

  • Chapter 5 Measurement Measurement

  • Chapter 6 Designing the Data-Gathering Instrument Designing the Data-Gathering Instrument

  • Chapter 7 Sampling Methods and Sample Sampling Methods and Sample Size

  • Chapter 8 Fielding the Data-Gathering Instrument Fielding the Data-Gathering Instrument

  • Chapter 9 Introduction to Data Analysis Introduction to Data

  • Chapter 10 Advanced Data Analysis Advanced Data Analysis

  • Chapter 11 The Research Report The Research Report

  • CASES

  • CONTRIBUTORS

  • Case 1 Lone Pine Kennel Club Lone Pine Kennel Club

  • Case 2 Select Hotels of North Select Hotels of North America

  • Case 3 River Pines School: A River Pines School: A

  • Case 4 River Pines School: B River Pines School: B

  • Case 5 Gary Branch, CPA Gary Branch, CPA

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