營(yíng)銷調(diào)研方法論基礎(chǔ)

前言

Marketing research is complicated—it requires answers to many questions and tough decisions are made at each step in the process, for example, techniques to be used to solve the research problem. In Marketing Research: Methodological Foundations, we provide an overarching framework so that students won't become overwhelmed by the bits and pieces, but instead will be able to see the interrelationships of the parts to the whole. This appreciation is important because decisions made at one stage in the marketing research process have consequences at other stages. Managers must be aware of the subtle and pervasive interactions among the parts of the research process in order to be appropriately confident about a particular research result.Marketing Research: Methodological Foundations attempts to serve both the marketing manager and marketing researchers by its basic organization through the stages of the research process. These stages form the structure of the book:1.  Formulate the problem.2.  Determine the research design.3.  Design the data-collection methods and forms.4.  Design the sample and collect the data.5.  Analyze and interpret the data.6.  Prepare the research report.Breaking down the steps allows students to see the forest from the trees, and also provides instructors a great deal of latitude in what is covered. An instructor's decision about what to cover will depend, of course, on the background, interests, and preparation of the students, and on the time provided in the curriculum for marketing research. Given the flexibility in the structure of this book, Marketing Research: Methodological Foundations can be used in a variety of marketing research course sequences: one- or two-quarter sequences, semester courses, and so on. The first eight editions of the book have been used at all levels: undergraduate, graduate, and executive courses.

內(nèi)容概要

本書(shū)是市場(chǎng)營(yíng)銷研究最的教材之一，作者在市場(chǎng)營(yíng)銷研究方法方面造詣?lì)H深。全書(shū)按照營(yíng)銷研究的過(guò)程進(jìn)行組織，從問(wèn)題定義開(kāi)始，經(jīng)過(guò)研究設(shè)計(jì)，決定數(shù)據(jù)收集方法，然后進(jìn)行數(shù)據(jù)收集、分析與解釋，最后提交研究報(bào)告。本書(shū)還介紹了各種研究方法的優(yōu)點(diǎn)和缺點(diǎn)，以使學(xué)生能更深刻地理解并能正確地運(yùn)用各種研究方法。    本教材適用于市場(chǎng)營(yíng)銷專業(yè)本科生、研究生以及從事?tīng)I(yíng)銷調(diào)研的專業(yè)人士。    本書(shū)特別設(shè)計(jì)了許多欄目來(lái)鍛煉學(xué)生的營(yíng)銷調(diào)研技巧：案例、問(wèn)題、倫理兩難、研究現(xiàn)狀等。    第9版在必要的章節(jié)精簡(jiǎn)了相關(guān)內(nèi)容，使之更容易為學(xué)生理解。    第9版在每章的前面增加了學(xué)習(xí)目標(biāo)，讓學(xué)生更清楚他們所要學(xué)習(xí)的內(nèi)容。    第9版增設(shè)了邊框，對(duì)重要內(nèi)容進(jìn)行總結(jié)。    第9版對(duì)25％的案例進(jìn)行了更新。

作者簡(jiǎn)介

小吉爾伯特·A.丘吉爾教授自1966年加入威斯康星大學(xué)任教以來(lái)，獲得了多個(gè)組織頒發(fā)的各種榮譽(yù)，包括：營(yíng)銷科學(xué)學(xué)會(huì)（AMS）終生成就獎(jiǎng)、美國(guó)市場(chǎng)營(yíng)銷協(xié)會(huì)（AMA）杰出營(yíng)銷教育家、美國(guó)市場(chǎng)營(yíng)銷協(xié)會(huì)市場(chǎng)研究小組終生成就獎(jiǎng)等。他在幾乎所有世界頂尖的營(yíng)銷類期刊中發(fā)表了多篇論文

書(shū)籍目錄

Part 1: Marketing Research, the Research Process, and Problem Definition  Chapter 1: Marketing Research: It's Everywhere!  Chapter 2: Alternative Approaches to Marketing Intelligence  Chapter 3: The Research Process and Problem Formulation  Cases for Part 1Part 2: Determine Research Design  Chapter 4 Research Design, Exploratory Research, and Qualitative Data  Chapter 5: Descri Research  Chapter 6: Causal Designs  Cases for Part 2Part 3: Design Data-Collection Methods and Forms  Chapter 7: Data Collection: Scondary Data  Chapter 8: Data Collection: Primary Data  Chapter 9: Questionnaires and Data-Collection Forms  Chapter 10: Attitude Measurement    Appendix 10: Psychological Measurement  Cases for Part 3Part 4: Sample Design for Data Collection and Sample Size  Chapter 11: Sampling Procedures  Chapter 12: Determining Sample Size  Chapter 13: Collection the Data: Field Procedures and Nosampling Errors  Cases for part 4Part 5: Data Analysis and interpretationb  Chapter 14: Preprocessing the Data, and Doing Cross-Tabs    Appendix 14: Chi-Square and Related Indices for Cross-Tabs  Chapter 15: Data Analysis-Basic Questions    Appendix 15: Quick Stats Review  Chapter 16: Are My Groups the Same ofr Different?    Appendix 16: Analysis of Variance  Chapter 17: Are These Variables Related?    Appendix 17: Conjoint Analysis  Chapter 18 Multivariate Data Analysis    Appendix 18: More Multivariate Statistical Techniques  Cases for Part 5Part 6: The Research Report  Chapter 19 The Research Report  Epilogue    Appendix A: Cumulative Probabilities for the Standard Normal Distribution    Appendix B: Critical Values of X2    Appendix C: Critical Values of t    Appendix D: Percentage Points for the F Distribution a=0.5GlossarySubject IndexAuthor Index

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