Raziskave v marketingu
Ključne besede:
primarni in sekundarni podatki, oblikovanje vzorca, spraševanje, opazovanje, analiza podatkov, priprava raziskovalnega projektaKratka vsebina
Monografija celovito predstavlja faze raziskovalnega procesa v marketingu, od opredelitve problemov do zbiranja, analize podatkov in oblikovanja poročil. Razlaga metode, kot so strukturirane in nestrukturirane tehnike spraševanja, opazovanja, panelne raziskave in druge metode. Poudarjena je kakovost raziskovalnega procesa, ki zahteva usklajeno sodelovanje med managementom in marketinškimi raziskovalci. Obravnavano je tudi vzorčenje, kjer raziskovalci uravnavajo natančnost podatkov. Monografija se osredotoča tudi na metode zbiranja podatkov, ključne za razumevanje ustreznega raziskovanja vedenja odjemalcev in delovanja trgov. Poudarjeni sta ustrezna interpretacija podatkov za učinkovito odločanje in zaključna faza raziskovalnega procesa, ki vsebuje pripravo poročila in implementacijo rezultatov raziskave. Monografija ponuja smernice za preprečevanje napak in omogoča uvajanje relevantnega pristop k raziskavam v marketingu.
Prenosi
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