An introduction to marketing research

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An introduction to marketing research

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... sufficient, available and, most important, relevant to be meaningful to organizations There can be many types of dialogue and challenges between manager and researcher The dialogue can encompass objectives,... form that is understandable to the user so that he or she can tell that it is relevant to the issues at hand 14 Scott M Smith and Gerald S Albaum, An Introduction to Marketing Research, © 2010 Ethical... American Marketing Association 19 Scott M Smith and Gerald S Albaum, An Introduction to Marketing Research, © 2010 This page is intentionally blank 20 Scott M Smith and Gerald S Albaum, An Introduction

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Mục lục

  • Chapter 00 Title Page-TOC-Preface

  • Chapter 01 An Introduction to Marketing Research

    • SUMMARY

    • REFERENCES

    • Chapter 02 Defining the Research Design and Controlling Errors

    • Chapter 03 Secondary Sources of Information

    • Chapter 04 Conducting Interviews

      • Inability to Respond

        • Exhibit 4.3 Response Error and Questionnaire Design

        • Unwillingness to Respond

          • Time Costs Perhaps the most common reason for respondent unwillingness to provide accurate information, or any information for that matter, is the result of the time required to make the information available. Respondents often give hasty, ill-consid...

          • Perceived Losses of Prestige When information attributing prestige to the respondent is sought, there is always a tendency to receive higher-prestige responses. All researchers experience difficulty both in recognizing the items that demand prestige ...

          • Invasion of Privacy Clearly, some topics on which information is sought are considered to be private matters. When such is the case, both nonresponse and inaccuracy in the responses obtained can be anticipated. Matters about which respondents resent ...

          • Ambiguity

            • Ambiguity in Communication

              • Procedures for Recognizing and Reducing Ambiguity in Communication

              • Ambiguity in Observation

              • Chapter 05 Modes of Interviewing Personal-Send-Call

              • Chapter 06 Qualitative Research and Observation

              • Chapter 07 Sampling Procedures in Research

                • PLANNING THE SAMPLE

                  • Exhibit 7.1 Precision versus Accuracy in Sampling

                  • Defining the Population

                  • Census, or Sample?

                  • Sample Design

                    • The Sampling Unit

                    • The Sampling Frame

                    • Sample Size

                    • Costs of Sampling

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