內容簡介

　　1.Practical, application-oriented approach:concisely written and designed for use alongside cases and other course projects.

　　2.Running Case & SPSS Data Sets: For the fourth edition additional variables have been added to the Santa Fe Grill and Jose’s Southwestern Café running cases.

　　3.New Marketing Dashboard: features throughout focus on timely, thought-provoking issues, including ethics, privacy, and online data collection, the roles of Twitter and LinkedIn, and more!
 

作者介紹

作者簡介

Joseph F. Hair,　Jr.

　　現職：University of South Alabama

Mary Celsi

　　現職：California State University-Long Beach

David J. Ortinau

　　現職：University of South Florida

Robert P. Bush

　　現職：Houston Baptist University
 

目錄

PART Ⅰ: THE ROLE AND VALUE OF MARKETING RESEARCH INFORMATION
Ch 1 Marketing Research for Managerial Decision Making
Ch 2 The Marketing Research Process and Proposals

PART Ⅱ: DESIGNING THE MARKETING RESEARCH PROJECT
Ch 3 Secondary Data, Literature Reviews and Hypotheses
Ch 4 Exploratory Research Designs and Data Collection Approaches
Ch 5 Descriptive and Casual Research Designs

PART Ⅲ: GATHERING AND COLLECTING ACCURATE DATA
Ch 6 Sampling: Theory and Methods
Ch 7 Measurement and Scaling
Ch 8 Designing the Questionnaire

PART Ⅳ: DATA PREPARATION, ANALYSIS AND REPORTING THE RESULTS
Ch 9 Qualitative Data Analysis
Ch10 Preparing Data for Quantitative Analysis
Ch11 Basic Data Analysis for Quantitative Research
Ch12 Examining Relationships in Quantitative Research
Ch13 Communicating Marketing Research Findings
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