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市场调研（第二版）【2025|PDF|Epub|mobi|kindle电子书版本百度云盘下载】

naresh K.Malhorta 著
出版社：清华大学出版社
ISBN：
出版时间：1998
标注页数：890页
文件大小：19MB
文件页数：922页
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图书目录

Brief ContentsPART Ⅰ：INTRODUCTION AND EARLY PHASES OF MARKETING RESEARCHChapter 1 INTRODUCTION TO MARKETING RESEARCH2

Chapter 2 DEFINING THE MARKETING RESEARCH PROBLEM AND DEVELOPING AN APPROACH33

PROFESSIONAL PERSPECTIVES FOR PARTI68

CASES FOR PARTI73

PART Ⅱ：RESEARCH DESIGN FORMULATION83

Chapter 3 RESEARCH DESIGN84

Chapter 4 EXPLORATORY RESEARCH DESIGN：SECONDARY DATA114

Chapter 5 EXPLORATORY RESEARCH DESIGN：QUALITATIVE RESEARCH161

Chapter 6 DESCRIPTIVE RESEARCH DESIGN：SURVEY AND OBSERVATION194

Chapter 7 CAUSAL RESEARCH DESIGN：EXPERIMENTATION232

Chapter 8 MEASUREMENT AND SCALING：FUNDAMENTALS AND COMPARATIVE SCALING269

Chapter 9 MEASUREMENT AND SCALING：NONCOMPARATIVE SCALING TECHNIQUES289

Chapter 10 QUESTIONNAIRE AND FORM DESIGN317

Chapter 11 SAMPLING：DESIGN AND PROCEDURES357

Chapter 12 SAMPLING：FINAL AND INITIAL SAMPLE SIZE DETERMINATION387

PROFESSIONAL PERSPECTIVES FOR PART Ⅱ418

CASES FOR PART Ⅱ426

PART Ⅲ：DATA COLLECTION441

Chapter 13 FIELD WORK442

PROFESSIONAL PERSPECTIVES FOR PART Ⅲ462

CASES FOR PART Ⅲ465

PART Ⅳ：DATA PREPARATION AND ANALYSIS469

Chapter 14 DATA PREPARATION470

Chapter 15 FREQUENCY DISTRIBUTION，CROSSTABULATION，AND HYPOTHESIS TESTING500

Chater 16 ANALYSIS OF VARIANCE AND COVARIANCE545

Chapter 17 CORRELATION AND REGRESSION573

Chapter 18 DISCRIMINANT ANALYSIS616

Chapter 19 FACTOR ANALYSISChapter 20 CLUSTER ANALYSISChapter 21 MULTIDIMENSIONAL SCALING AND CONJOINT ANALYSIS PROFESSIONAL PERSPECTIVES FOR PART Ⅳ730

CASES FOR PART Ⅳ744

PART Ⅴ：COMMUNICATING THE RESEARCH PROJECTChapter 22 REPORT PREPARATION AND PRESENTATION PROFESSIONAL PERSPECTIVES FOR PART Ⅴ790

CASES FOR PART Ⅴ794

PART Ⅵ：INTERNATIONAL AND ETHICAL DIMENSIONSChapter 23 INTERNATIONAL MARKETING RESEARCHChapter 24 ETHICS IN MARKETING RESEARCH PROFESSIONAL PERSPECTIVES FOR PART Ⅵ842

CASES FOR PART Ⅵ844