tailieunhanh - Ebook Essentials of marketing research (3rd edition): Part 1

(BQ) Part 1 book "Essentials of marketing research" has contents: Marketing research for managerial decision making; the marketing research process and proposals; secondary data, literature reviews, and hypotheses; exploratory and observational research designs and data collection approaches; descriptive and causal research designs,.and other contents. | Essentials of Marketing Research Third Edition Joseph F. Hair, Jr. Kennesaw State University Mary Wolfinbarger Celsi California State University–Long Beach David J. Ortinau University of South Florida Robert P. Bush Louisiana State University at Alexandria ESSENTIALS OF MARKETING RESEARCH, THIRD EDITION Published by McGraw-Hill, a business unit of The McGraw-Hill Companies, Inc., 1221 Avenue of the Americas, New York, NY 10020. Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. Printed in the United States of America. Previous editions © 2010 and 2008. No part of this publication may be reproduced or distributed in any form or by any means, or stored in a database or retrieval system, without the prior written consent of The McGraw-Hill Companies, Inc., including, but not limited to, in any network or other electronic storage or transmission, or broadcast for distance learning. Some ancillaries, including electronic and print components, may not be available to customers outside the United States. This book is printed on acid-free paper. 1 2 3 4 5 6 7 8 9 0 DOW/DOW 1 0 9 8 7 6 5 4 3 2 ISBN 978–0–07–802881–6 MHID 0–07–802881–7 Vice President & General Manager: Brent Gordon Managing Director: Paul Ducham Sponsoring Editor: Sankha Basu Developmental Editor: Sean M. Pankuch Marketing Manager: Donielle Xu Project Manager: Mary Jane Lampe Buyer: Nicole Baumgartner Media Project Manager: Prashanthi Nadipalli Cover Designer: Studio Montage, St. Louis, MO Cover Image: Purestock/SuperStock. Typeface: 10/12 Minion Pro Compositor: S4Carlisle Publishing Services Printer: R. R. Donnelley Library of Congress Cataloging-in-Publication Data Essentials of marketing research / Joseph F. Hair, Jr. . . . [et al.].—3rd ed. p. cm. Includes bibliographical references and indexes. ISBN 978–0–07–802881–6 — ISBN 0–07–802881–7 1. Marketing research. I. Hair, Joseph F. '3—dc23 2013 2012019098 Dedication To my

• Kinh tế học
• Essentials of marketing research
• Marketing research
• Managerial decision making
• The marketing research process
• Secondary data
• Literature reviews
• Data collection approaches
• Qualitative research
• Measurement and scaling
• Nature of marketing research
• Planning the research project
• Marketing research essentials
• Management decision making
• Problem definition
• Exploratory research
• Traditional survey research
• Online marketing research
• Qualitative data analysis
• Quantitative data analysis
• Global marketing research
• Applied marketing research
• Marketing research industry
• Research ethics
• Nghiên cứu thị trường
• Social media research
• Causal research
• Syndicated data
• Research design
• External marketing environment
• Conduct marketing research
• Quantitative research
• Survey research
• Research results
• Research report
• Primary data collection
• Observation research
• Preparing data for quantitative analysis
• Basic data analysis
• Observational research designs
• Causal research designs
• Report preparation
• Frequency distribution
• Hypothesis testing
• Data analysis
• Cross tabulation
• Big data analytics
• Demonstrating causation
• Measurement process
• Measurement scale
• Questionnaire design
• Good questionnaire
• Sampling plan
• Nonsampling errors
• Sample size determination
• Probability samples
• Data processing
• Fundamental data analysis
• Statistical testing
• Statistical significance
• Designing the questionnaire
• Communicating marketing research findings
• Attitude scales
• More powerful statistical methods