Marketing Research with SPSS 13.0 Student Version for Windows, 5/e

Alvin C. Burns, Ronald F. Bush

  • 出版商: Prentice Hall
  • 出版日期: 2005-11-17
  • 售價: $1,100
  • 貴賓價: 9.5$1,045
  • 語言: 英文
  • 頁數: 696
  • ISBN: 0132288036
  • ISBN-13: 9780132288033
  • 相關分類: SPSS行銷/網路行銷 Marketing
  • 下單後立即進貨 (約5~7天)





For the undergraduate Marketing Research course.


Marketing Research is the global leader in marketing research because it demonstrates how to use statistical tools in an intuitive manner.


Table of Contents

CHAPTER 1    Introduction to Marketing Research


CHAPTER 2    The Marketing Research Process


CHAPTER 3    The Marketing Research Industry 
CHAPTER 4    Defining the Problem and Determing Research Objectives  
CHAPTER 5    Research Design


CHAPTER 6    Using Secondary Data and Online Information Databases


CHAPTER 7    Standardized Information Sources


CHAPTER 8    Observation, Focus Groups, and Other Qualitative Methods


CHAPTER 9    Survey Data Collection Methods


CHAPTER 10   Measurement in Marketing Research


CHAPTER 11   Designing The Questionnaire


CHAPTER 12   Determining How to Select the Sample


CHAPTER 13   Determining the Size of a Sample


CHAPTER 14   Data Collection in the Field, Nonresponse Error, and Questionnaire Screening


CHAPTER 15   Basic Data Analysis: Descriptive Statistics


CHAPTER 16   Generalizing a Sample’s Findings to Its Population and Testing Hypotheses about Percents and Means
CHAPTER 17   Testing for Differences Between Two Groups or Among More Than Two Groups


CHAPTER 18   Determining and Interpreting Associations among Variables


CHAPTER 19   Regression Analysis in Marketing Research


CHAPTER 20   The Marketing Research Report: Preparation and Presentation