Essentials of Marketing Research

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1、EssentialsofMarketingResearchPauravShuklaDownloadfreebooksatPauravShuklaMarketingResearch2DownloadfreeeBooksatbookboon.comMarketingResearch1stedition©2008PauravShukla&bookboon.comISBN978-87-7681-411-33DownloadfreeeBooksatbookboon.comMarketingResearchConte

2、ntsContentsPreface81Introductiontomarketingresearch:ScientificresearchapproachandProblemdefinition101.1Introduction101.2MarketingResearch121.3Scientificmarketingresearchprocess161.4Definingaproblem201.5Whatmarketingresearchcannotdo?251.6Conclusion360°262E

3、xploratoryresearchdesign272.1Chaptersummarythinking.272.2Researchdesignanditsimportanceinresearch272.3Classificationanddifferencesbetweenresearchdesigns282.4Exploratoryresearchdesign302.5Conclusion34360°thinking.360°thinking.Discoverthetruthatwww.deloitte

4、.ca/careersDiscoverthetruthatwww.deloitte.ca/careers©Deloitte&ToucheLLPandaffiliatedentities.Discoverthetruthatwww.deloitte.ca/careers©Deloitte&ToucheLLPandaffiliatedentities.©Deloitte&ToucheLLPandaffiliatedentities.Discoverthetruthatwww.deloitte.ca/caree

5、rs4ClickontheadtoreadmoreDownloadfreeeBooksatbookboon.com©Deloitte&ToucheLLPandaffiliatedentities.MarketingResearchContents3Conclusiveresearchdesign363.1Chaptersummary363.2Conclusiveresearchdesign363.3Descriptivedesign373.4Causaldesigns423.5Surveymethods4

6、43.6Observation493.7Conclusion504Sampling524.1Chaptersummary524.2Importanceofsamplinginmarketingresearch524.3Sampling:basicconstructs534.4Determiningsamplesize554.5Classificationofsamplingtechniques554.6Probabilitysamplingtechniques564.7Nonprobabilitysamp

7、lingtechniques594.8Selectinganappropriatesamplingtechnique614.9Conclusion61IncreaseyourimpactwithMSMExecutiveEducationForalmost60yearsMaastrichtSchoolofManagementhasbeenenhancingthemanagementcapacityofprofessionalsandorganizationsaroundtheworldthroughstat

8、e-of-the-artmanagementeducation.OurbroadrangeofOpenEnrollmentExecutiveProgramsoffersyouauniqueinteractive,stimulatingandmulticulturallearningexperience.Bepreparedfortomorrow’smanagementchallengesandapplytoday.Formor