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بيانات المحتوى

Marketing research .

رقم الطلب :	HF5415.2 .A14
رقم التسجيلة :	10969  [كتاب]
المؤلف :	Aaker, David
العنوان :	Marketing research .
النشر :	New york : John wiley & sons , 1997
وصف مادي :	776 p
الرقم المعياري :	471170690
ملاحظات :
المحتـــــــوى :	Pt. I Nature and Scope of Marketing Research Ch. 1 A Decision-Making Perspective on Marketing Research 1 Ch. 2 Marketing Research in Practice 22 Ch. 3 The Marketing Research Process 41 Ch. 4 Research Design and Implementation 71 Pt. II Data Collection Ch. 5 Secondary Sources of Marketing Data 105 Ch. 6 Standardized Sources of Marketing Data 132 Ch. 7 Marketing Research on the Internet 160 Ch. 8 Information Collection: Qualitative and Observational Methods 186 Ch. 9 Information from Respondents: Issues in Data Collection 217 Ch. 10 Information from Respondents: Survey Methods 234 Ch. 11 Attitude Measurement 272 Ch. 12 Designing the Questionnaire 306 Ch. 13 Experimentation 337 Ch. 14 Sampling Fundamentals 372 Ch. 15 Sample Size and Statistical Theory 405 Pt. III Data Analysis Ch. 16 Fundamentals of Data Analysis 438 Ch. 17 Hypothesis Testing: Basic Concepts and Tests of Associations 461 Ch. 18 Hypothesis Testing: Means and Proportions 482 Pt. IV Special Topics in Data Analysis Ch. 19 Correlation Analysis and Regression Analysis 523 Ch. 20 Discriminant and Canonical Analysis 559 Ch. 21 Factor and Cluster Analysis 582 Ch. 22 Multidimensional Scaling and Conjoint Analysis 615 Ch. 23 Presenting the Results 645 Pt. V Applications Ch. 24 Traditional Applications of Marketing Research: Product Price, Distribution, and Promotion 664 Ch. 25 Contemporary Applications of Marketing Research 706 Ch. 26 Emerging Applications of Marketing Research: Database Marketing and Relationship Marketing 731 Appendix: Tables 749 Glossary
المواضيع :	Marketing research

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