Essentials of Marketing Research, 2nd Edition 营销调研精要

Contains detailed discussions of the process, with numerous examples from the industry.
Coverage on international marketing research expands the readers' ability to deal with issues that are not encountered in the domestic country research.
Discussion on how to apply marketing research in various marketing applications is presented.

PART Ⅰ THE NATURE AND SCOPE OF MARKETING RESEARCH
Chapter 1 A Decision-Making Perspective on Marketing Research
Chapter 2 Marketing Research in Practice
Chapter 3 The Marketing Research Process
Chapter 4 Research Design and Implementation
PART Ⅱ DATA COLLECTION
Chapter 5 Secondary and Standardized Sources of Marketing Data
Chapter 6 Marketing Research on the Internet
Chapter 7 Information Collection: Qualitative and Observational Methods
Chapter 8 Information from Respondents: Issues in Data Collection
Chapter 9 Attitude Measurement
Chapter 10 Designing the Questionnaire
Chapter 11 Sampling Fundamentals
PART Ⅲ DATA ANALYSIS
Chapter 12 Fundamentals of Data Analysis
Chapter 13 Hypothesis Testing
Chapter 14 Correlation Analysis and Regression Analysis
PART Ⅳ APPLICATIONS
Chapter 15 Presenting the Results
Chapter 16 Applications of Marketing Research
APPENDIX
Table
Glossary
Index