Essentials of Marketing Research - Vineet Kumar , David A. Aaker ,... - Librairie Eyrolles
Tous nos rayons

Déjà client ? Identifiez-vous

Mot de passe oublié ?

Nouveau client ?

CRÉER VOTRE COMPTE
Essentials of Marketing Research
Ajouter à une liste

Librairie Eyrolles - Paris 5e
Indisponible

Essentials of Marketing Research

Essentials of Marketing Research

Vineet Kumar, David A. Aaker, Georges S. Day

554 pages, parution le 07/12/2001 (2eme édition)

Résumé

Essentials of Marketing Research 2/e clearly focuses on how a company can gather Marketing Intelligence- and the importance of Marketing Intelligence in strategic marketing decision-making. Based on the best-selling Marketing Research, by Aaker/Kumar/Day, this briefer text is a more concise, less quantitative, more applications-oriented approach. The marketing research industry is discussed, with a brief treatment of both suppliers and users. The authors adopt a decision-oriented perspective in describing the marketing research process. In this edition, the text addresses in considerable depth the usefulness of the Internet in helping make Marketing Intelligence decisions.

Contents

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:

  • TABLES
    • Standard Normal Probabilities
    • X2 Critical Points
    • F Critical Points
    • t Critical Points
  • Procedure for Conducting Univariate and Multivariate Analysis in SPSS
GLOSSARY
INDEX

L'auteur - Georges S. Day

GEORGE S. DAY, PhD, is a marketing professor at The Wharton School. He is widely recognized as the father of market-driven strategy.

Caractéristiques techniques

  PAPIER
Éditeur(s) Wiley
Auteur(s) Vineet Kumar, David A. Aaker, Georges S. Day
Parution 07/12/2001
Édition  2eme édition
Nb. de pages 554
Format 21 x 26
Couverture Relié
Poids 1300g
Intérieur Noir et Blanc
EAN13 9780471412359

Avantages Eyrolles.com

Livraison à partir de 0,01 en France métropolitaine
Paiement en ligne SÉCURISÉ
Livraison dans le monde
Retour sous 15 jours
+ d'un million et demi de livres disponibles
satisfait ou remboursé
Satisfait ou remboursé
Paiement sécurisé
modes de paiement
Paiement à l'expédition
partout dans le monde
Livraison partout dans le monde
Service clients sav@commande.eyrolles.com
librairie française
Librairie française depuis 1925
Recevez nos newsletters
Vous serez régulièrement informé(e) de toutes nos actualités.
Inscription