Marketing research a practical approach

313 342 0
Marketing research a practical approach

Đang tải... (xem toàn văn)

Tài liệu hạn chế xem trước, để xem đầy đủ mời bạn chọn Tải xuống

Thông tin tài liệu

Từ khóa liên quan

Mục lục

  • Contents

  • Part 1 Introduction to Uses and Methods of Marketing Research

    • 1 Introduction to Marketing Research

    • 2 Research as a Process

    • 3 Determining the Research Question

    • 4 The Research Proposal

    • 5 Cultural Considerations for Marketing Research

    • 6 Conducting Secondary Research

    • Part 2 Qualitative Marketing Research

      • 7 Choosing Participants for Qualitative Research

      • 8 Planning and Conducting Focus Groups

      • 9 In-depth, Intercept and Expert Interviews

      • 10 Projective, Observational, Ethnography and Grounded Theory Techniques

      • Part 3 Quantitative Marketing Research

        • 11 Determining Probability Samples

        • 12 Questionnaire Design

        • 13 Conducting Surveys

        • Part 4 Analyzing and Reporting Findings

          • 14 Analyzing Verbal and Other Qualitative Data

          • 15 Analyzing Numerical Data

          • 16 Report Writing and Presentation

          • Bibliography

          • Index

Tài liệu cùng người dùng

Tài liệu liên quan