营销调研(英文版·第6版)
  • 营销调研(英文版·第6版)

营销调研(英文版·第6版)

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编者 : 于洪彦 品牌 : 京东图书 品牌属地 : 中国 语言 : 英语 页数 : 446 印刷时间 : 2011-03-01 包装 : 平装 出版时间 : 2011-03-01 出版社 : 中国人民大学出版社 ISBN : 9787300133379 版次 : 6 著者 : [美]伯恩斯,[美]布什 用纸 : 胶版纸
内容简介

《营销调研(英文版.第6版)》是一本经典的营销调研教材,在北美列销量排行榜第一,在其他国家也很受欢迎。
作为畅销教材,《营销调研(英文版.第6版)》特色鲜明:
●应用导向。营销调研有两层含义,一为学术研究,二为应用研究。《营销调研(英文版.第6版)》特别注重实务操作.避开学术研究所用的理论框架、信度、效度和多元数据分析等内容。同时,对于一些基本的理论主题,如研究设计、抽样分布、参数估计、假设检验等也作了通俗易懂的介绍。
●初学者导向。《营销调研(英文版.第6版)》力图用能够与初学者沟通的语言介绍营销调研的内容.如调研内容的界定、研究设计、抽样方法、问卷设计、数据分析和报告撰写等。《营销调研(英文版.第6版)》将复杂的内容简单化,并用细腻而循循善诱的语言,全面地介绍了营销调研工具及其使用方法。
●操作导向。《营销调研(英文版.第6版)》将营销调研的内容简单化,将调研实务步骤化。如对于调研内容的识别、定性研究方法、问卷设计、抽样、数据分析、spss的使用和报告撰写等内容,书中都列出了具体的步骤,并提出了在操作过程中应注意的问题。
●网络导向。《营销调研(英文版.第6版)》自始至终贯穿着一条主线,即互联网环境下的营销调研。可以说,互联网的出现促使营销调研有了重大突破,但至今尚未有人对其进行总结。《营销调研(英文版.第6版)》并不是零散地介绍网络调研,而是将营销调研与互联网密切相联系。毫不夸张地说.从这一视角去阅读《营销调研(英文版.第6版)》,你将体会到互联网在收集信息、整理信息以及分析信息方面的绝妙之处。
《营销调研(英文版.第6版)》的翻译版同步推出,供读者参照阅读。
作者简介

阿尔文·C·伯恩斯(Alvin C.Burns) 美国路易斯安那大学E.J.Ourso工商管理学院营销系主任。他30多年来为本科生和硕士研究生讲授“营销调研”课程,为博士生开设营销调研专题,并对B2C、B2B和一些非营利组织的营销调研项目进行指导。在多家顶级学术期刊发表了大量论文。
罗纳德·F·布什(Ronald F.Bush) 美国西佛罗里达大学营销系资深教授。作为专家,他经常参与研究方法的论证和调研报告的鉴定。
于洪彦 中山大学管理学院营销学教授,博土生导师,中国市场学会常务理事,中国高校市场学会常务理事,教育部“市场营销”双语教学示范课程负责人,省级教学名师,享受国务院特殊津贴。主持国家社会科学基金项目两项,国家自然科学基金项目一项。
目录

preface to the sixth edition i
chapter i introduction to marketing research
the relationship of marketing research to marketing
defining marketing research
what is the purpose of marketing research?
what are the uses of marketing research?
classifying marketing research studies
the marketing information system (mis)
chapter 2 explaining the marketing research process
the marketing research process
some final comments on the marketing research process
chapter 3 defining the problem and determining research objectives
what is "the problem"and the "research objective"?
establishing the need for marketing research
the importance of properly defining the problem
a process for defining the problem and the research objectives
sources of problems
recognizing the problem
problem definition
research objectives
action standards
impediments to problem definition
formulate the marketing research proposal
chapter 4 understanding research design
research design
three types of research designs
experiments
test marketing
chapter 5 using secondary data and online information databases
secondary data
classification of secondary data
advantages of secondary data
disadvantages of secondary data
evaluating secondary data
locating secondary data sources
key sources of secondary data for marketers
chapter 6 comprehending standardized information sources
what is standardized information?
advantages and disadvantages of standardized information
applications of standardized information
single-source data
chapter 7 utilizing exploratory and qualitative research techniques
quantitative,qualitative,and pluralistic research
focus groups
other qualitative research techniques
chapter 8 evaluating survey data-collection methods
advantages of surveys
four alternative modes of data collection
descriptions of data-collection methods
choice of survey method
chapter 9 understanding measurement in marketing research
basic question-response formats
considerations in choosing a question-response format
basic concepts in measurement
scale characteristics
levels of measurement scales
why the measurement level of a scale is important
workhorse scales used in marketing research
what scale to use when
reliability and validity of measurements
chapter 10 developing questions and designing the questionnaire
the functions of a questionnaire
the questionnaire design process
developing questions
questionnaire organization
computer-assisted questionnaire design
coding the questionnaire
performing the pretest of the questionnaire
chapter 11 determining how to select the sample
basic concepts in samples and sampling
reasons for taking a sample
probability versus nonprobability sampling methods
online sampling techniques
developing a sample plan
chapter 12 determining the size of a sample
sample size axioms
the confidence interval method of determining sample size
the sample size formula
practical considerations in sample size determination
other methods of sample size determination
two special sample size determination situations
chapter 13 dealing with field work and data quality issues
data collection and nonsampling error
possible errors in field data collection
field data-collection quality controls
nonresponse error
preliminary questionnaire screening
chapter 14 using basic descriptive analysis
coding data apd the data code book
types of statistical analyses used in marketing research
understanding data via descriptive analysis
when to use a particular descriptive measure
reporting descriptive statistics to clients
chapter 15 performing population estimates and hypothesis tests
sample statistics and population parameters
the concepts of inference and statistical inference
parameter estimation
reporting confidence intervals to clients
hypothesis tests
reporting hypothesis tests to clients
chapter 16 implementing basic differences tests
why differences are important
small sample sizes:the use of a t test or a z test and how spss eliminates the worry
testing for significant differences between two groups
testing for significant differences in means among more than two
groups:analysis of variance
reporting group differences tests to clients
differences between two means within the same sample (paired sample)
chapter 17 making use of associations tests
types of relationships between two variables
characterizing relationships between variables
cross-tabulations
chi-square analysis
reporting cross-tabulation findings to clients
correlation coefficients and covariation
the pearson product moment correlation coefficient
reporting correlation findings to clients
chapter 18 understanding regression analysis basics
understanding prediction
bivariate linear regression analysis
multiple regression analysis
stepwise multiple regression
three warnings regarding multiple regression analysis
reporting regression findings to clients
chapter 19 preparing the research report and presentation
the importance of the marketing research report
improving the efficiency of report writing
organizing the written report
guidelines and principles for the written report
using visuals:tables and figures
producing an accurate and ethical visual
presenting your research orally
endnotes

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