营销调研（英文版·第6版）

　　preface to the sixth edition i
　　chapter i introduction to marketing research
　　the relationship of marketing research to marketing
　　defining marketing research
　　what is the purpose of marketing research？
　　what are the uses of marketing research？
　　classifying marketing research studies
　　the marketing information system （mis）
　　chapter 2 explaining the marketing research process
　　the marketing research process
　　some final comments on the marketing research process
　　chapter 3 defining the problem and determining research objectives
　　what is "the problem"and the "research objective"？
　　establishing the need for marketing research
　　the importance of properly defining the problem
　　a process for defining the problem and the research objectives
　　sources of problems
　　recognizing the problem
　　problem definition
　　research objectives
　　action standards
　　impediments to problem definition
　　formulate the marketing research proposal
　　chapter 4 understanding research design
　　research design
　　three types of research designs
　　experiments
　　test marketing
　　chapter 5 using secondary data and online information databases
　　secondary data
　　classification of secondary data
　　advantages of secondary data
　　disadvantages of secondary data
　　evaluating secondary data
　　locating secondary data sources
　　key sources of secondary data for marketers
　　chapter 6 comprehending standardized information sources
　　what is standardized information？
　　advantages and disadvantages of standardized information
　　applications of standardized information
　　single-source data
　　chapter 7 utilizing exploratory and qualitative research techniques
　　quantitative，qualitative，and pluralistic research
　　focus groups
　　other qualitative research techniques
　　chapter 8 evaluating survey data-collection methods
　　advantages of surveys
　　four alternative modes of data collection
　　descriptions of data-collection methods
　　choice of survey method
　　chapter 9 understanding measurement in marketing research
　　basic question-response formats
　　considerations in choosing a question-response format
　　basic concepts in measurement
　　scale characteristics
　　levels of measurement scales
　　why the measurement level of a scale is important
　　workhorse scales used in marketing research
　　what scale to use when
　　reliability and validity of measurements
　　chapter 10 developing questions and designing the questionnaire
　　the functions of a questionnaire
　　the questionnaire design process
　　developing questions
　　questionnaire organization
　　computer-assisted questionnaire design
　　coding the questionnaire
　　performing the pretest of the questionnaire
　　chapter 11 determining how to select the sample
　　basic concepts in samples and sampling
　　reasons for taking a sample
　　probability versus nonprobability sampling methods
　　online sampling techniques
　　developing a sample plan
　　chapter 12 determining the size of a sample
　　sample size axioms
　　the confidence interval method of determining sample size
　　the sample size formula
　　practical considerations in sample size determination
　　other methods of sample size determination
　　two special sample size determination situations
　　chapter 13 dealing with field work and data quality issues
　　data collection and nonsampling error
　　possible errors in field data collection
　　field data-collection quality controls
　　nonresponse error
　　preliminary questionnaire screening
　　chapter 14 using basic descriptive analysis
　　coding data apd the data code book
　　types of statistical analyses used in marketing research
　　understanding data via descriptive analysis
　　when to use a particular descriptive measure
　　reporting descriptive statistics to clients
　　chapter 15 performing population estimates and hypothesis tests
　　sample statistics and population parameters
　　the concepts of inference and statistical inference
　　parameter estimation
　　reporting confidence intervals to clients
　　hypothesis tests
　　reporting hypothesis tests to clients
　　chapter 16 implementing basic differences tests
　　why differences are important
　　small sample sizes：the use of a t test or a z test and how spss eliminates the worry
　　testing for significant differences between two groups
　　testing for significant differences in means among more than two
　　groups：analysis of variance
　　reporting group differences tests to clients
　　differences between two means within the same sample （paired sample）
　　chapter 17 making use of associations tests
　　types of relationships between two variables
　　characterizing relationships between variables
　　cross-tabulations
　　chi-square analysis
　　reporting cross-tabulation findings to clients
　　correlation coefficients and covariation
　　the pearson product moment correlation coefficient
　　reporting correlation findings to clients
　　chapter 18 understanding regression analysis basics
　　understanding prediction
　　bivariate linear regression analysis
　　multiple regression analysis
　　stepwise multiple regression
　　three warnings regarding multiple regression analysis
　　reporting regression findings to clients
　　chapter 19 preparing the research report and presentation
　　the importance of the marketing research report
　　improving the efficiency of report writing
　　organizing the written report
　　guidelines and principles for the written report
　　using visuals：tables and figures
　　producing an accurate and ethical visual
　　presenting your research orally
　　endnotes
　　 

　　阿尔文·C·伯恩斯（Alvin C．Burns） 美国路易斯安那大学E．J．Ourso工商管理学院营销系主任。他30多年来为本科生和硕士研究生讲授“营销调研”课程，为博士生开设营销调研专题，并对B2C、B2B和一些非营利组织的营销调研项目进行指导。在多家顶级学术期刊发表了大量论文。
　　罗纳德·F·布什（Ronald F．Bush） 美国西佛罗里达大学营销系资深教授。作为专家，他经常参与研究方法的论证和调研报告的鉴定。
　　于洪彦 中山大学管理学院营销学教授，博土生导师，中国市场学会常务理事，中国高校市场学会常务理事，教育部“市场营销”双语教学示范课程负责人，省级教学名师，享受国务院特殊津贴。主持国家社会科学基金项目两项，国家自然科学基金项目一项。

　　《营销调研（英文版.第6版）》是一本经典的营销调研教材，在其他国家也很受欢迎。
　　 　　作为畅销教材，《营销调研（英文版.第6版）》特色鲜明：
　　 　　●应用导向。营销调研有两层含义，一为学术研究，二为应用研究。《营销调研（英文版.第6版）》特别注重实务操作．避开学术研究所用的理论框架、信度、效度和多元数据分析等内容。同时，对于一些基本的理论主题，如研究设计、抽样分布、参数估计、假设检验等也作了通俗易懂的介绍。
　　 　　●初学者导向。《营销调研（英文版.第6版）》力图用能够与初学者沟通的语言介绍营销调研的内容．如调研内容的界定、研究设计、抽样方法、问卷设计、数据分析和报告撰写等。《营销调研（英文版.第6版）》将复杂的内容简单化，并用细腻而循循善诱的语言，全面地介绍了营销调研工具及其使用方法。
　　 　　●操作导向。《营销调研（英文版.第6版）》将营销调研的内容简单化，将调研实务步骤化。如对于调研内容的识别、定性研究方法、问卷设计、抽样、数据分析、spss的使用和报告撰写等内容，书中都列出了具体的步骤，并提出了在操作过程中应注意的问题。
　　 　　●网络导向。《营销调研（英文版.第6版）》自始至终贯穿着一条主线，即互联网环境下的营销调研。可以说，互联网的出现促使营销调研有了重大突破，但至今尚未有人对其进行总结。《营销调研（英文版.第6版）》并不是零散地介绍网络调研，而是将营销调研与互联网密切相联系。毫不夸张地说．从这一视角去阅读《营销调研（英文版.第6版）》，你将体会到互联网在收集信息、整理信息以及分析信息方面的绝妙之处。
　　 　　《营销调研（英文版.第6版）》的翻译版同步推出，供读者参照阅读。