Marketing research

Author: Yang Handong
Publisher:
Publish Date: 2004-08-01
Features: This textbook strives to embody the following characteristics: First, it arranges the content system closely around the goal of cultivating applied talents in higher vocational and technical education, highlighting its targeted nature. Second, in terms of format arrangement, it follows the students' cognitive patterns, organizing the content in the order of general knowledge, research techniques, research methods, information processing, and research reports, emphasizing logical coherence. Third, it combines theoretical explanations with case analyses, incorporating cases in each chapter to highlight practicality. Fourth, in terms of content, it pays attention to absorbing new achievements from related disciplines, emphasizing novelty. This textbook discusses the general principles, methods, and techniques of marketing research. In teaching, it is important to: first, organize classroom teaching carefully while using certain exercises to help students better master these principles, methods, and techniques; second, strengthen practical teaching by allowing students to develop research plans, design research questionnaires, and participate in actual investigations, thereby enhancing their ability to apply the knowledge they have learned. Preface to the Total Order Chapter 1: Overview of Marketing Research Section 1: Concept and Categories of Marketing Research Section 2: Role and Steps of Marketing Research Section 3: Content of Marketing Research
Chapter 2: Marketing Research Information System Section 1: Market Information Section 2: Content of Information Needed by Modern Enterprises Section 3: Marketing Research Information System
Chapter 3: Marketing Research Process Section 1: Marketing Research Process Section 2: Marketing Research Plan
Chapter 4: Sampling Techniques Section 1: Procedures of Sampling Surveys Section 2: Sampling Methods and Their Applications Section 3: Sample Size and Sampling Inference
Chapter 5: Measurement Techniques Section 1: Measurement and Measurement Scales Section 2: Measurement Scales Section 3: Reliability and Validity of Measurement
Chapter 6: Questionnaire Design Techniques Section 1: Questionnaire Design Procedures Section 2: Question Design Techniques Section 3: Answer Design Techniques Section 4: Questionnaire Design Techniques Section 5: Questionnaire Research Techniques
Chapter 7: Marketing Research Methods Section 1: Secondary Research Section 2: Interview Methods Section 3: Observation Methods Section 4: Experimental Methods Section 5: Factors Influencing the Selection of Marketing Research Methods
Chapter 8: Overview of Marketing Research Data Processing Section 1: Overview of Marketing Research Data Processing Section 2: Analysis of Marketing Research Data
Chapter 9: Marketing Research Report Section 1: Role of Marketing Research Reports Section 2: Writing Marketing Research Data
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