Marketing research : a global outlook / V. Kumar.  (Text) (Text)

Kumar, V, 1957-
Call no.: HF5415.2 .K865 2015Publication: New Delhi, India ; Thousand Oaks, California : SAGE, 2015Description: xxvii, 517, [10] p. : illISBN: 9789351502487 (paperback); 9351502481 (paperback)Subject(s): Marketing researchLOC classification: HF5415.2 | .K865 2015
Contents:Section I Introduction to marketing research for the emerging and developed markets -- The nature and scope of global marketing research -- Marketing research in the global environment -- Global marketing research process -- Section II Designing and administering the research process -- Preliminary stages of the the research process -- Secondary data research -- Marketing research on the internet -- Primary data research -- Qualitative and observational research -- Survey research -- Scale development -- Questionaire design -- Sampling -- Section III Data analysis and reporting the results -- Simple data analysis --Advances data analysis -- Multivariate data analysis -- Presenting the results -- Section IV Marketing research approaches across the global markets -- Asia-Pacific -- Europe -- Latin America -- Middle East and Africa -- North America -- Section V Future directions in global marketing research -- The future of global marketing research -- Case studies -- Case I Starbucks--going to the sources -- Case II Tesla's trademark troubles -- Case III Segmenting Indian households -- Case IV Subaru-a problem of plenty -- Case V Millemmials at work.
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ประเภททรัพยากร ตำแหน่งปัจจุบัน กลุ่มข้อมูล ตำแหน่งชั้นหนังสือ เลขเรียกหนังสือ สถานะ วันกำหนดส่ง บาร์โค้ด การจองรายการ
Book Book Professor Sangvian Indaravijaya Library
General Books General Stacks HF5415.2 .K865 2015 (เรียกดูชั้นหนังสือ) พร้อมให้บริการ
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Includes bibliographical references and index.

Section I Introduction to marketing research for the emerging and developed markets -- The nature and scope of global marketing research -- Marketing research in the global environment -- Global marketing research process -- Section II Designing and administering the research process -- Preliminary stages of the the research process -- Secondary data research -- Marketing research on the internet -- Primary data research -- Qualitative and observational research -- Survey research -- Scale development -- Questionaire design -- Sampling -- Section III Data analysis and reporting the results -- Simple data analysis --Advances data analysis -- Multivariate data analysis -- Presenting the results -- Section IV Marketing research approaches across the global markets -- Asia-Pacific -- Europe -- Latin America -- Middle East and Africa -- North America -- Section V Future directions in global marketing research -- The future of global marketing research -- Case studies -- Case I Starbucks--going to the sources -- Case II Tesla's trademark troubles -- Case III Segmenting Indian households -- Case IV Subaru-a problem of plenty -- Case V Millemmials at work.

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