marketing-research-an-introduction

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1、Essentials of Marketing ResearchPaurav ShuklaDownload free books atPauravShuklaMarketingResearchDownloadfreeeBooksatbookboon.com2MarketingResearch1stedition©2008PauravShukla&bookboon.comISBN978-87-7681-411-3DownloadfreeeBooksatbookboon.com3MarketingResearchContentsContentsPreface81Introductiont

2、omarketingresearch:ScientificresearchapproachandProblemdefinition101.1Introduction101.2MarketingResearch121.3Scientificmarketingresearchprocess161.4Definingaproblem201.5Whatmarketingresearchcannotdo?251.6Conclusion262Exploratoryresearchdesign272.1Chaptersummary272.2Researchdesignanditsimportanc

3、einresearch272.3Classificationanddifferencesbetweenresearchdesigns282.4Exploratoryresearchdesign302.5Conclusion34Asanintern,you’reeagertoputwhatyou’velearnedtothetest.AtErnst&Young,you’llhavetheperfecttestingground.Thereareplentyofrealworkchallenges.Realdrive.Alongwithreal-timefeedbackfrommento

4、rsandleaders.Unrealdestination.You’llalsogettotestwhatyoulearn.Evenbetter,you’llgetexperiencetolearnwhereyourcareermaylead.Visitey.com/internships.SeeMore

5、Opportunities©2012Ernst&YoungLLP.AllRightsReserved.DownloadfreeeBooksatbookboon.com4ClickontheadtoreadmoreMarketingResearchContents3Conclusi

6、veresearchdesign363.1Chaptersummary363.2Conclusiveresearchdesign363.3Descriptivedesign373.4Causaldesigns423.5Surveymethods443.6Observation493.7Conclusion504Sampling524.1Chaptersummary524.2Importanceofsamplinginmarketingresearch524.3Sampling:basicconstructs53TMPPRODUCTIONNY026057B412/13/20134.4D

7、eterminingsamplesize556x4PSTANKIEACCCTR00054.5Classificationofsamplingtechniques55gl/rv/rv/bafBookboonAdCreative4.6Probabilitysamplingtechniques564.7Nonprobabilitysamplingtechniques594.8Selectinganappropriatesamplingtechnique614.9Conclusion61Allrightsreserved.©2013Accenture.Bringyourtalentandpa

8、ssiontoaglobalorganizationattheforefrontofbusiness,technologyandinnovation.Discoverhowgreatyoucanbe.Visitaccenture.com/bookboonDownloadfreeeBooksatbookboon.com5ClickontheadtoreadmoreMarketingResearchContents5Measurementandscaling6