Thomas J.Brown，俄克拉何馬州立大學(xué)的營銷學(xué)副教授，在威斯康星大學(xué)麥迪遜商學(xué)院獲得營銷學(xué)博士學(xué)位和營銷學(xué)碩士學(xué)位。Tom還是俄克拉何馬州立大學(xué)的工商管理碩士和營銷學(xué)理學(xué)學(xué)士。在就讀威斯康星大學(xué)麥迪遜商學(xué)院之前，他就是營銷系博聯(lián)會、威斯康星校友研究基金會大學(xué)聯(lián)誼會的成員。他還是Richard D.Irwin基金會博士論文獎勵基金的獲得者。Tom曾獨立撰寫或與他人合著過多篇論文，廣泛地發(fā)表在Journal of Marketing、Journal of Marketing Research、Journal of Consumer Research、Journal of Retailing、Journal of Secience Research、Journal of Services Marketing和Marketing Health Services等知名期刊上。他的研究領(lǐng)域包括公司聯(lián)合的原因和影響、個人忠誠度的決定因素、客戶對服務(wù)中的各種沖突的反應(yīng)、在沖突發(fā)生前造成的影響及服務(wù)員工的客戶導(dǎo)向。Tom的教學(xué)領(lǐng)域包括營銷調(diào)查、服務(wù)營銷和公司交流。Tom還是美國營銷協(xié)會及消費者調(diào)查協(xié)會的成員。
圖書目錄
PART ONE
introduction to Marketing Research and Problem Definition
1 Role of Marketing Research
2 Gathering Marketing Intelligence
3 Process of Marketing Research
4 Problem Formulation
PART TWO
Research Design
5 Types of Research Design and Exploratory Research
6 Descriptive and Causal Research Designs
PART THREE
Data Collection Methods
7 Secondary Data
8 Standardized Marketing Information Services
9 Collecting Primary Data
10 Collecting Information by Communication
11 Collecting Information by Observation
PART FOUR Data Collection Forms
12 Designing the Questionnaire or Observation Form
13 Measurement Basics
14 Measuring Attitudes, Perceptions, and Preferences
PART FIVE
Sampling and Data Collection
15 Sampling Basics, Nonprobability, and Simple Random Samples
16 Stratified and Cluster Sampling
17 Sample Size
18 Collecting the Data: Nonsampling Errors and Response Rate Calculation
PART SIX Data Analysis
19 Data Analysis: Preliminary Steps
20 Data Analysis: Analyzing Individual Variables and Basics of Hypothesis Testing
21 Data Analysis: Analyzing Multiple Variables Simultaneously
PART SEVER Research Reports
22 The Research Report
Epilogue
Appendix
Notes
Glossary
Index
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