» Từ khóa: Marketing research

In this chapter, students will be able to: Understand the nature of experiments, gain insight into requirements for proving causation, learn about the experimental setting, examine experimental validity, learn the limitations of experimentation in marketing research, compare types of experimental designs, gain insight into test marketing.

 26 p benthanh 25/02/2016 309 1 Download

Từ khóa: Marketing research, Lecture Marketing research, Nghiên cứu thị trường, Marketing environment, Primary data collection, Causal research

In this chapter you will learn: To define qualitative research, to explore the popularity of qualitative research, to understand why qualitative research is not held in high esteem by some practitioners and academicians, to learn about focus groups and their tremendous popularity,...

 20 p benthanh 25/02/2016 282 1 Download

Từ khóa: Marketing research, Lecture Marketing research, Nghiên cứu thị trường, Marketing environment, Qualitative research, Internet focus groups

In this chapter you will: To understand how firms create an internal database, to learn about building a database from a Web site, to become familiar data mining, to understand the advantages and disadvantages of of using secondary data, to understand the role of the Internet in obtaining secondary data, to learn about types of information management systems.

 13 p benthanh 25/02/2016 299 1 Download

Từ khóa: Marketing research, Lecture Marketing research, Nghiên cứu thị trường, Marketing environment, Secondary data, Primary data

After completing this unit, you should be able to: Understand the role of the questionnaire in the data collection process, become familiar with the criteria for a good questionnaire, learn the process for questionnaire design, become knowledgeable about the three basic forms of questions,...

 20 p benthanh 25/02/2016 279 1 Download

Từ khóa: Marketing research, Lecture Marketing research, Nghiên cứu thị trường, Marketing environment, Questionnaire design, Questionnaire design process

After studying this chapter you will be able to: Understand the concept of sampling, learn the steps in developing a sampling plan, understand the concepts of sampling error and nonsampling error, understand the differences between probability samples, and nonprobability samples, understand sampling implications of surveying over the Internet.

 24 p benthanh 25/02/2016 266 1 Download

Từ khóa: Marketing research, Lecture Marketing research, Nghiên cứu thị trường, Marketing environment, Basic sampling issues, Probability samples

In this chapter, students will be able to: Learn the financial and statistical issues in the determination of sample size, discover the methods for determining sample size, gain an appreciation of a normal distribution, understand population, sample, and sampling distribution, distinguish between point and interval estimates, recognize problems involving sampling means and proportions.

 25 p benthanh 25/02/2016 275 1 Download

Từ khóa: Marketing research, Lecture Marketing research, Nghiên cứu thị trường, Marketing environment, Sample size determination, Determining sample size

This chapter include objectives: To develop a basic understanding of observation research, to learn the approaches to observation research, to understand the advantages and disadvantages of observation research, to explore the types of human observation,...

 21 p benthanh 25/02/2016 290 1 Download

Từ khóa: Marketing research, Lecture Marketing research, Nghiên cứu thị trường, Marketing environment, Primary data collection, Observation research

After studying this chapter you will be able to: Understand the concept of measurement, understand the four levels of scales and their typical usage, explore the concepts of reliability and validity, become familiar with the concept of scaling, learn about the various types of attitude scales,...

 31 p benthanh 25/02/2016 324 1 Download

Từ khóa: Marketing research, Lecture Marketing research, Nghiên cứu thị trường, Marketing environment, Measurement scales, Graphic rating scales

In this chapter you will: Develop an understanding of the importance and nature of quality control checks, understand the data entry process and data entry alternatives, learn how surveys are tabulated and cross-tabulated, understand the concept of hypothesis development and how to text hypotheses.

 24 p benthanh 25/02/2016 261 1 Download

Từ khóa: Marketing research, Lecture Marketing research, Nghiên cứu thị trường, Marketing environment, Data processing, Fundamental data analysis

In this chapter, you will: Become aware of the primary purposes of a research report, learn how to organize and prepare a research report, learn how to make a personal presentation, understand the effective use and communication of marketing research information, appreciate the role of trust in a researcher-client relationship.

 16 p benthanh 25/02/2016 319 1 Download

Từ khóa: Marketing research, Lecture Marketing research, Nghiên cứu thị trường, Marketing environment, Communicating the research results, Research report

After studying this chapter you will be able to: comprehend the nature of correlation analysis, understand bivariate regression analysis, become aware of the coefficient of determination, R2. Inviting you to refer.

 27 p benthanh 25/02/2016 279 1 Download

Từ khóa: Marketing research, Lecture Marketing research, Nghiên cứu thị trường, Marketing environment, Bivariate correlation, Bivariate analysis

In this chapter, you will learn to: Understand what clients want from a research supplier or department; appreciate the role of communications in managing marketing research; learn about the research management goals of assurance of data quality, cost control, adherence to time schedules, maintenance of client profitability, and staff development;...

 14 p benthanh 25/02/2016 298 1 Download

Từ khóa: Marketing research, Lecture Marketing research, Nghiên cứu thị trường, Marketing environment, Managing marketing research, Research ethics