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营销调研精要 第2版2025|PDF|Epub|mobi|kindle电子书版本百度云盘下载

- (美)齐克芒德(Zikmund,W.G.)著 著
- 出版社: 北京:清华大学出版社
- ISBN:7302077630
- 出版时间:2004
- 标注页数:452页
- 文件大小:94MB
- 文件页数:40045053页
- 主题词:市场-调查-高等学校-教材-英文
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图书目录
Part 1 Introduction1
1 THE ROLE OF MARKETING RESEARCH1
2 INFORMATION SYSTEMS AND KNOWLEDGE MANAGEMENT23
3 THE MARKETING RESEARCH PROCESS: AN OVERVIEW42
4 THE HUMAN SIDE OF MARKETING RESEARCH: ORGANIZATIONAL AND ETHICAL ISSUES68
Part 2 Designing Research Studies87
5 EXPLORATORY RESEARCH AND QUALITATIVE ANALYSIS87
6 SECONDARY DATA RESEARCH IN A DIGITAL AGE112
7 SURVEY RESEARCH140
8 OBSERVATION180
9 EXPERIMENTAL RESEARCH199
Part 3 Measurement225
10 MEASUREMENT AND ATTITUDE SCALING225
11 QUESTIONNAIRE DESIGN249
Part 4 Sampling and Statistical Theory290
12 SAMPLING DESIGNS AND SAMPLING PROCEDURES290
13 DETERMINATION OF SAMPLE SIZE: A REVIEW OF STATISTICAL THEORY314
Part 5 Analysis and Reporting346
14 BASIC DATA ANALYSIS346
15 DIFFERENCES BETWEEN GROUPS AND RELATIONSHIPS AMONG VARIABLES379
16 COMMUNICATING RESEARCH RESULTS: RESEARCH REPORT, ORAL PRESENTATION, AND RESEARCH FOLLOW-UP400
Part 6 Comprehensive Cases with Computerized Databases409
APPENDIX: STATISTICAL TABLES419
GLOSSARY OF FREQUENTLY USED SYMBOLS427
GLOSSARY OF TERMS429
ENDNOTES439
CREDITS447
INDEX449
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