Marketing Research 11/e Asia Edition
暫譯: 市場研究 第11版 亞洲版
McDaniel
- 出版商: Wiley
- 出版日期: 2019-01-01
- 定價: $1,580
- 售價: 9.8 折 $1,548
- 語言: 英文
- 頁數: 612
- 裝訂: 平裝
- ISBN: 111958650X
- ISBN-13: 9781119586500
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相關分類:
行銷/網路行銷 Marketing
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相關主題
商品描述
In Marketing Research, 11th Edition, authors Carl McDaniel & Roger Gates share their industry experience to teach students how to make critical business decisions through the study of market research. Designed for marketing research courses, the authors' practical, applications-based approach features Real Data, Real People, and Real Research, to prepare students to conduct and use market research for future careers in business. Marketing Research, 11th Edition features new trends, features and cases throughought, with updated chapters featuring new examples of companies and research firms, from Ilycaffe, the famous Italian coffee brand, Twitter, ESPN, Ford and General Motors. Co-author Roger Gates, President of DSS Research, infuses the text with a practitioner perspective, helping students learn how to use marketing research through a practical presentation of theory and practice.
商品描述(中文翻譯)
在《市場研究》第11版中，作者Carl McDaniel和Roger Gates分享他們的行業經驗，教導學生如何通過市場研究來做出關鍵的商業決策。這本書專為市場研究課程設計，作者的實用應用導向方法強調真實數據、真實人物和真實研究，旨在為學生未來在商業領域的職業生涯準備進行和使用市場研究的能力。《市場研究》第11版涵蓋了新的趨勢、特點和案例，更新的章節中包含了來自Ilycaffe（著名的意大利咖啡品牌）、Twitter、ESPN、福特和通用汽車等公司的新例子。共同作者Roger Gates，DSS Research的總裁，為文本注入了實務者的視角，幫助學生通過理論與實踐的實用呈現來學習如何使用市場研究。
作者簡介
Carl McDaniel Jr. is a professor at the University of Texas-Arlington.
Dr. Roger Gates is a co-founder of DSS, incorporated in 1982. DSS Research is a research and consulting firm that does a wide range of marketing research for health care organizations including health insurance companies hospitals and medical products companies with a special focus in health and related types insurance.
Dr. Gates holds MBA and Ph.D. degrees from the University of Florida and held faculty positions at the University of Florida (1968-1970) and the University of Texas at Arlington (1970-1994). He taught marketing research, statistics and multivariate analysis to MBA and Ph.D. students.
作者簡介(中文翻譯)
Carl McDaniel Jr. 是德克薩斯大學阿靈頓分校的教授。
Dr. Roger Gates 是1982年成立的DSS的共同創辦人。DSS Research是一家研究和諮詢公司，為醫療保健組織提供廣泛的市場研究，包括健康保險公司、醫院和醫療產品公司，特別專注於健康及相關類型的保險。
Gates博士擁有佛羅里達大學的MBA和博士學位，曾在佛羅里達大學（1968-1970）和德克薩斯大學阿靈頓分校（1970-1994）擔任教職。他教授MBA和博士生市場研究、統計學和多變量分析。
目錄大綱
1 The Role of Marketing Research in Management Decision Making
2 The Marketing Intelligence Universe and Research Ethics
3 Problem Definition, Exploratory Research, and the Research Process
4 Secondary Data, Big Data, and Data Analytics
5 Qualitative Research
6 Traditional Survey Research
7 Online Marketing Research: The Growth of Mobile and Social Media Research
8 Primary Data Collection: Observation
9 Primary Data Collection: Experimentation and Test Markets
10 The Concept of Measurement
11 Using Measurement Scales to Build Marketing Effectiveness
12 Questionnaire Design
13 Basic Sampling Issues
14 Sample Size Determination
15 Data Processing and Basic Data Analysis
16 Statistical Testing of Differences and Relationships
17 Bivariate Correlation and Regression
18 Multivariate Data Analysis
19 Communicating the Research Results
20 Managing Marketing Research
目錄大綱(中文翻譯)
1 The Role of Marketing Research in Management Decision Making
2 The Marketing Intelligence Universe and Research Ethics
3 Problem Definition, Exploratory Research, and the Research Process
4 Secondary Data, Big Data, and Data Analytics
5 Qualitative Research
6 Traditional Survey Research
7 Online Marketing Research: The Growth of Mobile and Social Media Research
8 Primary Data Collection: Observation
9 Primary Data Collection: Experimentation and Test Markets
10 The Concept of Measurement
11 Using Measurement Scales to Build Marketing Effectiveness
12 Questionnaire Design
13 Basic Sampling Issues
14 Sample Size Determination
15 Data Processing and Basic Data Analysis
16 Statistical Testing of Differences and Relationships
17 Bivariate Correlation and Regression
18 Multivariate Data Analysis
19 Communicating the Research Results
20 Managing Marketing Research
