Catálogo bibliográfico
Bibliographic catalog
| Item type | Current location | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|
| Book | Biblioteca Universidade Europeia (QBN) | 658.8.012.1 AAK 5321 | Available | 5321 |
Contents
Part I - The nature and scope of marketing research
1. A decision-making perspective on marketing intelligence
2. Marketing research in practice
3. The marketing research process
4. Research design and implementation
Part II - Data collection
5. Secondary sources of marketing data
6. Standardized sources of marketing data
7. Marketing research on the Internet
8. Information collection: qualitative and observational methods
9. Information from respondents: issues in data collection
10. Information from respondents: survey methods
11. Attitude measurement
12. Designing the questionnaire
13. Experimentation
14. Sampling fundamentals
15. Sample size and statistical theory
Part III - Data analysis
16. Fundamentals of data analysis
17. Hypothesis testing: basic concepts and tests of associations
18. Hypothesis testing: means and proportions
Part IV - Special topics in data analysis
19. Correlation analysis and regression analysis
20. Discriminant and canonical analysis
21. Factor and cluster analysis
22. Multidimensional scaling and conjoint analysis
23. Presenting the results
Part V - Applications of marketing intelligence
24. Traditional applications: product, price, distribution, and promotion
25. Contemporary applications
26. Emerging applications: database marketing, e-commerce, relationship marketing, and customer intelligence
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