营销调研精要 第2版PDF格式文档图书下载

Part 1 Introduction 1

1 THE ROLE OF MARKETING RESEARCH 1

2 INFORMATION SYSTEMS AND KNOWLEDGE MANAGEMENT 23

3 THE MARKETING RESEARCH PROCESS： AN OVERVIEW 42

4 THE HUMAN SIDE OF MARKETING RESEARCH： ORGANIZATIONAL AND ETHICAL ISSUES 68

Part 2 Designing Research Studies 87

5 EXPLORATORY RESEARCH AND QUALITATIVE ANALYSIS 87

6 SECONDARY DATA RESEARCH IN A DIGITAL AGE 112

7 SURVEY RESEARCH 140

8 OBSERVATION 180

9 EXPERIMENTAL RESEARCH 199

Part 3 Measurement 225

10 MEASUREMENT AND ATTITUDE SCALING 225

11 QUESTIONNAIRE DESIGN 249

Part 4 Sampling and Statistical Theory 290

12 SAMPLING DESIGNS AND SAMPLING PROCEDURES 290

13 DETERMINATION OF SAMPLE SIZE： A REVIEW OF STATISTICAL THEORY 314

Part 5 Analysis and Reporting 346

14 BASIC DATA ANALYSIS 346

15 DIFFERENCES BETWEEN GROUPS AND RELATIONSHIPS AMONG VARIABLES 379

16 COMMUNICATING RESEARCH RESULTS： RESEARCH REPORT， ORAL PRESENTATION， AND RESEARCH FOLLOW-UP 400

Part 6 Comprehensive Cases with Computerized Databases 409

APPENDIX： STATISTICAL TABLES 419

GLOSSARY OF FREQUENTLY USED SYMBOLS 427

GLOSSARY OF TERMS 429

ENDNOTES 439

CREDITS 447

INDEX 449

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