本書是市場營銷研究最經典的教材之一，作者在市場營銷研究方法方麵造詣頗深。全書按照營銷研究的過程進行組織，從問題定義開始，經過研究設計，決定數據收集方法，然後進行數據收集、分析與解釋，最後提交研究報告。本書還介紹瞭各種研究方法的優點和缺點，以使學生能更深刻地理解並能正確地運用各種研究方法。本教材適用於市場營銷專業本科生、研究生以及從事營銷調研的專業人士。
◎本書特彆設計瞭許多欄目來鍛煉學生的營銷調研技巧：案例、問題、倫理兩難、研究現狀等。
◎第9版在必要的章節精簡瞭相關內容，使之更容易為學生理解。
◎第9版在每章的前麵增加瞭學習目標，讓學生更清楚他們所要學習的內容。
◎第9版增設瞭邊框，對重要內容進行總結。
◎第9版對25％的案例進行瞭更新。
強力推薦：Marketing Research: Methodological Foundation 英文原版火熱發售
具體描述
讀後感
If you want to know about Marketing Research or doing MR at the moment, I recommend you take time to read this book. From this book, you will know the process of MR.
評分If you want to know about Marketing Research or doing MR at the moment, I recommend you take time to read this book. From this book, you will know the process of MR.
評分If you want to know about Marketing Research or doing MR at the moment, I recommend you take time to read this book. From this book, you will know the process of MR.
評分If you want to know about Marketing Research or doing MR at the moment, I recommend you take time to read this book. From this book, you will know the process of MR.
評分If you want to know about Marketing Research or doing MR at the moment, I recommend you take time to read this book. From this book, you will know the process of MR.
用戶評價
Marketing Research的入門寶典
评分Mt guide to my current job.
评分翻譯比較不給力
评分為小組作業做做功課
评分好書啊
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