- 作 者：Naresh K.Malhotra
- 出 版 社：北京：清华大学出版社
- 出版年份：1998
- ISBN：7302030715
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CONTENTS 1
Preface XXViii 1
About the Author xxxv 1
PARTI:INTRODUCTION AND EARLY PHASES OF MARKETING RESEARCH 1
CHAPTER 1 INTRODUCTION TO MARKETING RESEARCH 2
Objectives 2
Overview 3
What Does Marketing Research Encompass？ 3
The Nature of Marketing Research 6
Definition of Marketing Research 8
A Classification of Marketing Research 10
The Role of Marketing Research in MIS and DSS 12
Marketing Research Suppliers and Services 13
Selecting a Research Supplier 18
Careers in Marketing Research 18
Marketing Research Process 21
The Department Store Patronage Project 23
International Marketing Research 24
Ethics in Marketing Research 26
Computer Applications 27
Questions 29
Exercises 29
Summary 29
Acronyms 29
Computer Exercises 30
Notes 30
CHAPTER 2 DEFINING THE MARKETING RESEARCH PROBLEM AND DEVELOPING AN APPROACH 33
Objectives 33
Overview 34
Importance of Defining the Problem 36
The Process of Defining the Problem and Developing an Approach 37
Tasks Involved 38