Marketing research: methodological foundations
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Fort Worth u.a.
Dryden Press
1991
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| Ausgabe: | 5. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XXXII, 1070 S. graph. Darst. |
| ISBN: | 0030314720 |
Internformat
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Datensatz im Suchindex
| _version_ | 1804123198099292160 |
|---|---|
| adam_text | Parti
Marketing Research, the Research Process, and Problem Definition ;
Chapter 1
Marketing Research: A Pervasive Activity 3
Marketing Manager s Role Revisited 5
Marketing Research Role 6
Definition of Marketing Research 9
Who Does Marketing Research? 10
Organization of Marketing Research 13
Job Opportunities in Marketing Research 14
Research Realities 1.1: Marketing Research Job Titles and Responsibilities 16
Chapter 2
Alternative Approaches to Marketing Intelligence 23
Fundamental Difference 24
Marketing Information Systems 24
Decision Support Systems 25
Research Realities 2.1: Sales Analysis and Sales Expense and Margin Reports
in a Consumer Food Products Company 26
Data System 29
Research Realities 2.2: An Experience of the Mead Corporation with
an On Line Information Search 31
Model System 35
Dialog System 36
DSS versus MIS 39
The Future of DSS versus Traditional Marketing Research 39
Research Realities 2.3: Experience at Clorox in Using the Metaphor Dialog System 40
Research Realities 2.4: Casinos Leave Nothing to Chance:
Gambling ilouses Use Consultants, Data Bases, and Questionnaires
to Learn More about Their Customers 41 xi*
iX Contents
Appendix 2A: Marketing Research Ethics 44
Ethical Frameworks 49
Deontology 50
Teleology 50
Researcher Research Participant Relationship 53
Preserving Participants Anonymity 54
Exposing Participants to Mental Stress 55
Asking Participants Questions Detrimental to Their Self interest 55
Use of Special Equipment and Techniques 55
Involving Participants in Research without Their Knowledge 56
Use of Deception 58
Use of Coercion 58
Depriving Participants of Their Right to Self Determination 59
Researcher Client Relationship 60
Confidentiality 60
Research Realities 2A.1: Researchers Own Perceptions of the
Four Most Difficult Ethical Problems They Face 61
Technical Integrity 61
Administrative Integrity 62
Research Utilization 62
Researcher Research Team Relationship 63
Own Beliefs 63
Association with Others 63
Opportunity 64
Needed: A Balanced Perspective 64
Chapter 3
The Research Process and Problem Formulation 67
Research Realities 3.1: Major Thrusts of Marketing Research at Gillette Company 68
Marketing Research—Sequence of Steps 70
Formulate Problem 70
Determine Research Design 70
Design Data Collection Method and Forms 70
Design Sample and Collect Data 70
Analyze and Interpret the Data 71
Prepare the Research Report 72
Additional Comments 72
Problem Formulation 75
Research Realities 3.2: Managers as Active Participants in the Research Process 78
The Decision Maker and the Environment 78
Research Realities 3.3: Instance in Which Research Will Be
a Waste of Time and Resources 79
Alternative Courses of Action 81
Objectives of the Decision Maker 82
Consequences of Alternative Courses of Action 83
Decision Problem to Research Problem 84
Contents Xxi
Research Realities 3.4: Alternative Responses to an Information
Request and Their Likely Effects 86
The Research Proposal 90
Is Marketing Research Justified? 90
Research Realities 3.5: A Sample Proposal at General Mills for
Research on Protein Plus Cereal 92
Choosing and Using a Research Supplier 93
Appendix 3A: Bayesian Decision Theory 97
Basic Notions of Decision Making 97
Probability 97
Payoff Table 98
Prior Analysis 101
Expected Value 101
Preposterior Analysis 101
Value of Perfect Information 702
Value of Sample Information 103
Review of Procedure 707
Decision Tree 709
Additional Considerations 772
Additional States of Nature and/or Alternatives 772
Nonlinear Utility Functions 772
Uncertain Payoffs 775
Bayesian Analysis and Marketing Research 775
Cases to Part 1
1.1 Big Brothers of Fairfax County 779
1.2 Supervisory Training at the Management Institute 720
1.3 St. Andrews Medical Center (A) 727
1.4 The Williams Company 725
Part 2
Determine Research Design 725
Chapter 4
Research Design 727
Plan of Action 727
Types of Research Design 128
Exploratory Research 750
Research Realities 4.1: Research Supporting the Development and
Introduction of O Grady s Potato Chips 131
Literature Search 755
di Contents
Experience Survey 135
Focus Groups 136
Research Realities 4.2: Use of Experience Survey to Gain Insight
into a Declining Sales Situation 137
Research Realities 4.3: Experiences of Oscar Mayer and the Buick Division
of General Motors with Focus Groups 139
Analysis of Selected Cases 143
Descriptive Research 144
Longitudinal Analysis 148
Research Realities 4.4: Comparison of Responses of the Market Facts
Mail Panel and Randomly Selected Telephone Samples 756
Cross Sectional Analysis 157
Chapter 5
Causal Designs 167
Concept of Causality 767
Concomitant Variation 168
Time Order of Occurrence of Variables 772
Elimination of Other Possible Causal Factors 7 72
Research Realities 5.1: Using Letters to Identify Products or Brands 774
Role of the Evidence 775
Experimentation 775
Laboratory and Field Experiments 776
Internal and External Validity 178
Experimental Design 780
Research Realities 5.2: Illustration of Internal and External Validity 787
Extraneous Variables 782
Specific Designs 787
Preexperimental Designs 787
True Experimental Designs 789
Quasi Experimental Designs 795
Experimental versus Nonexperimental Designs 797
Research Realities 5.3: Research Conducted by Wendy s for
the Big Classic Hamburger 799
Experimentation in Marketing Research 799
Future and Problems of Experimentation 200
Research Realities 5.4: Experience of National Geographic
Society in Marketing Journey Into China 201
Cost 207
Time 202
Control 203
Research Realities 5.5: Examples of Test Marketing Misfires 204
Types of Test Markets 205
Research Realities 5.6: Use of an Electronic Test Market by Ocean Spray 207
Choosing a Test Market Procedure 209
Contents XXlii
Cases to Part 2
2.1 Rumstad Decorating Centers (A) 275
2.2 HotStuff Computer Software (A) 277
2.3 Gibbons College Library 220
2.4 Chestnut Ridge Country Club (A) 224
2.5 N Rich Coffee Creamer 232
2.6 Bakhill Foods 236
2.7 Madison Gas and Electric Company (A) 239
Part 3
Design Data Collection Method and Forms 245 Chapter 6
Data Collection: Secondary Data 247
Using Secondary Data 247
Advantages of Secondary Data 248
Research Realities 6.1: Use of Secondary Data by a Manufacturer of
Pet Foods to Assess the Potential Demand for a Dog Food That
Included Both Moist Chunks and Hard, Dry Chunks 249
Disadvantages of Secondary Data 250
Research Realities 6.2: Using the Source to Evaluate the
Accuracy of Secondary Data 252
Types of Secondary Data 254
Internal Secondary Data 254
Research Realities 6.3: Targeting: It s in the Cards 257
Searching for Published External Secondary Data 258
Some Key General Sources of External Secondary Data 260
On Line Computer Searches 267
Standardized Marketing Information Services 265
Profiling Customers 265
Measuring Product Sales and Market Share 269
Research Realities 6.4: Examples of Use ol Gcodcniographic Data 271
Research Realities 6.5: Scanners Shift Balance of Power in Marketplace 276
Measuring Advertising Exposure and Effectiveness 277
Research Realities 6.6: Grousing about People Meters 27H
Customized Measurements 283
Appendix 6A: Secondary Data 287
Census Data and Other Government Publications: Overview 287
Company and Industry Information 290
Related Indexes, Directories, and Guides 293
Market and Consumer Information 294
Related Indexes, Directories, and Guides 296
General Economic and Statistical Information 296
Liv Contents
General Guides to Business Information 298
Indexes 300
Directories 301
Chapter 7
Data Collection: Primary Data 505
Types of Primary Data Generally Obtained 305
Demographic/Socioeconomic Characteristics 305
Psychological/Life Style Characteristics 306
Research Realities 7.1: Life Style Descriptions of Seven
Most Common Shopper Types 308
Attitudes/Opinions 509
Awareness/Knowledge 309
Research Realities 7.2: CinemaScore Tests Moviegoers Recall 311
Intentions 311
Motivation 312
Behavior 314
Basic Means of Obtaining Primary Data 314
Versatility 576
Speed and Cost 316
Objectivity and Accuracy 317
Communication Methods 318
Structured Undisguised Questionnaires 318
Unstructured Undisguised Questionnaires 320
Unstructured Disguised Questionnaires 321
Structured Disguised Questionnaires 325
Questionnaires Classified by Method of Administration 326
Sampling Control 327
Research Realities 7.3: Mail Room Malady 331
Information Control 334
Research Realities 7.4: Percentage of People Participating in
Various Types of Surveys by Year 336
Administrative Control 339
Combining Methods 342
Methods of Observation 342
Structured Unstructured Observation 343
Disguised Undisguised Observation 345
Natural Setting Contrived Setting Observation 347
Human Mechanical Observation 349
Research Realities 7.5: VideoCarts and Video Ratings 353
Chapter 8
Data Collection Forms 359
Questionnaire Design 359
Information Sought 361
Contents XXV
Type of Questionnaire and Method of Administration 361
Individual Question Content 363
Form of Response 374
Research Realities 8.1: A Comparison of the Use of Four Point versus
Five Point Scales to Measure Purchase Intent 377
Research Realities 8.2: How the Order in Which the Alternatives Are
Listed Affects the Distribution of Replies 379
Decide on Question Wording 381
Research Realities 8.3: Some Multi Meaning Problem Words
Researchers Should Use with Caution 384
Decide on Question Sequence 389
Determine Physical Characteristics 392
Research Realities 8.4: Contents of and Sample Cover Letter
for a Mail Questionnaire 394
Reexamination and Revision of the Questionnaire 396
Pretesting the Questionnaire 396
Research Realities 8.5: Procedures Used by the Bureau of the Census to Pretest the
Questionnaire for the 1990 Census of Population and Housing 398
Observational Forms 401
Chapter 9
Attitude Measurement 411
Scales of Measurement 412
Research Realities 9.1: Opinions in Various Countries about
Advertising in Different Media 413
Nominal Scale 414
Ordinal Scale 415
Interval Scale 416
Ratio Scale 417
Scaling of Psychological Attributes 417
Attitude Scaling Procedures 418
Research Realities 9.2: How People in Various Age Groups led
about Older People in Ads 419
Self Report Attitude Scales 421
Equal Appearing Intervals 421
Summated Ratings 425
Semantic Differential 429
Stapel Scale 432
QSort 435
Research Realities 9.3: Most Important Considerations When
Shopping for Selected Appliances 436
Rating Scales 436
Graphic 437
Itemized 438
Comparative 441
Which Scale to Use 442
vi Contents
Appendix 9A: Perceptual Mapping 448
Example 449
Research Realities 9A.1: Product Positioning in the Automobile Industry 450
Conceptual Operation of Computer Program 452
Example Solution 454
Key Decisions 457
Attribute Based Approaches 460
Comparison of Approaches 460
Appendix 9B: Conjoint Measurement 464
Example 464
Research Realities 9B.1: Use of Conjoint Analysis by Western Oceanic
to Improve Its Competitive Bidding Process 465
Procedure 466
Key Decisions 470
Select Attributes 471
Determine Attribute Levels 471
Determine Attribute Combinations 472
Research Realities 9B.2: Relative Frequency of Usage of
Various Techniques in Conjoint Analysis 474
Select Form of Presentation of Stimuli and Nature of Judgments 476
Decide on Aggregation of Judgments 477
Select Analysis Technique 477
Research Realities 9B.3: Using Conjoint Analysis to Redesign Products 478
General Comments 480
Appendix 9C: Psychological Measurement 482
Research Realities 9C.1: Controversy Surrounding the
Measurement of Newspaper Readership 483
Variations in Measured Scores 486
Classification and Assessment of Error 488
Pragmatic Validity 489
Content Validity 490
Construct Validity 491
Research Realities 9C.2: Measuring the Construct Discretionary Income 493
Indirect Assessment through Reliability 495
Stability 496
Research Realities 9C.3: Relative Frequency with Which Various Psychometric
Properties of Measures Are Investigated 496
Equivalence 497
Developing Measures 499
Cases to Part 3
3.1 Suchomel Chemical Company 503
3.2 QUIN(A) 505
3.3 Rumstad Decorating Centers (B) 516
3.4 Premium Pizza Inc. 521
1.5 Calamitv Casualtv Insurance Company 529
Contents XXVii
Part 4
Sample Design and Data Collection 555
Chapter 10
Sampling Procedures 535
Required Steps 536
Types of Sampling Plans 538
Nonprobability Samples 539
Convenience Samples 539
Judgment Samples 540
Research Realities 10.1: The Problem of Representativeness
of Convenience Samples 541
Quota Samples 542
Probability Samples 545
Simple Random Sampling 545
Stratified Sampling 559
Research Realities 10.2: Disproportionate Stratified Sampling
Scheme Used by Nielsen 568
Cluster Sampling 569
Summary Comments on Probability Sampling 576
Chapter 11
Sample Size 583
Basic Considerations 583
Sample Size Determination When Estimating Means 585
Research Realities 11.1: Guidelines for Estimating Variance for
Data Obtained Using Rating Scales 588
Relative Precision 589
Multiple Objectives 590
Sample Size Determination When Estimating Proportions 591
Absolute Precision 591
Relative Precision 594
Population Size and Sample Size 595
Other Probability Sampling Plans 596
Using Anticipated Cross Classifications to Determine Sample Size 597
Research Realities 11.2: Typical Sample Sizes for Studies of Human and
Institutional Populations 599
Using Historic Evidence to Determine Sample Size 600
Chapter 12
Collecting the Data: Field Procedures and Nonsampling Error 607
Impact and Importance of Nonsampling Errors 607
Types of Nonsampling Errors 609
Noncoverage Errors 610
CXViii Contents
Research Realities 12.1: Steps the Census Bureau Is
Taking to Count the Undercounted 612
Nonresponse Errors 614
Research Realities 12.2: Trends in Refusal Rates and Reasons
Given for Refusing to Participate 622
Field Errors 629
Research Realities 12.3: Flipping, Zipping, and Zapping: Is Anyone
Out There Still Watching the Commercials? 633
Research Realities 12.4: Adventures of a Census Interviewer 636
Office Errors 638
Total Error Is Key 639
Cases to Part 4
4.1 Young Ideas Publishing Company (A) 647
4.2 St. Andrews Medical Center (B) 649
4.3 Party Time, Inc. 657
4.4 Hart Machine Company 657
4.5 HotStuff Computer Software (B) 667
4.6 QUIN(B) 663
4.7 First Federal Bank of Bakersfield 665
4.8 Holzem Business Systems 669
4.9 The Dryden Press 674
4.10 Canopy of Care (A) 677
PartS
Analysis and Interpretation of Data 681
Chapter 13
Data Analysis: Preliminary Steps 683
Editing 683
Field Edit 683
Central Office Edit 684
Research Realities 13.1: Preliminary Processing of Census Forms 684
Research Realities 13.2: Items Checked in the Field Edit 686
Coding 687
Tabulation 690
One Way Tabulation 697
Research Realities 13.3: Handling of Missing Data in
Nielsen s SCANTRACK Service 694
Cross Tabulation 702
Panel I: An Initial Relationship Is Modified by the
Introduction of a Third Variable 708
Contents XXIX
Panel II: Initial Conclusion of a Relationship Is Retained 711
Panel III: A Relationship Is Established with the Introduction of a Third Variable 712
Panel IV: The Conclusion of No Relationship Is Retained
with the Addition of a Third Variable 713
Summary Comments on Cross Tabulation 714
Presenting Tabular Data 776
Appendix 13A: Avery Sporting Goods 727
Study Background 727
Background Information 728
One Way Tabulation 735
Cross Tabulation 737
Chapter 14
Data Analysis: Basic Questions 741
Choice of Analysis Technique: An Example 741
Basic Considerations 745
Type of Data 745
Research Realities 14.1: Comparative Ad Legal Battle in Which Type of
Data and Research Design Were Central Issues 746
Research Realities 14.2: It Depends on How It s Asked 748
Research Design 750
Assumptions Underlying Test Statistic 752
Overview of Statistical Procedures 754
Univariate Analysis 757
Multivariate Analysis 758
Appendix 14A: Hypothesis Testing 762
Null Hypothesis 762
Types of Errors 764
Procedure 765
Research Realities 14A.1: Typical Hypothesis Testing Procedure 766
Power 768
Chapter 15
Data Analysis: Examination of Differences 777
Goodness of Fit 777
Kolmogorov Smimov Test 780
Hypotheses about One Mean 781
Research Realities 15.1: Testing Hypotheses about a Single Mean 783
Hypotheses about Two Means 785
Research Realities 15.2: Testing Hypotheses about the Difference in Two Means 790
Hypotheses about Two Proportions 793
Appendix 15A: Analysis of Variance 799
Research Realities 15A.1: Use of Analysis of Variance
by Various Types of Companies 800
tXX Contents
Randomized Blocks 805
Latin Square 809
Factorial Designs 812
Appendix 15B: Analysis of Catalog Buying Data 819
Differences in Means 819
Paired Difference Test 819
Analysis of Variance 819
Chapter 16
Data Analysis: Investigation of Association 823
Simple Regression and Correlation Analysis 823
Research Realities 16.1: Role of Theory in Directing Marketing Inquiry 824
Standard Error of Estimate Si 7
Inferences about the Slope Coefficient 833
Prediction of Y 834
Correlation Coefficient 836
Research Realities 16.2: Life on the Mississippi—742 Years from Now 836
Multiple Regression Analysis 840
Revised Nomenclature 840
Multicollinearity Assumption 841
Coefficients of Partial Regression 841
Coefficients of Multiple Correlation and Determination 845
Coefficients of Partial Correlation 846
Dummy Variables 847
Variable Transformations 849
Appendix 16A: Nonparametric Measures of Association 856
Contingency Table 856
Contingency Coefficient 859
Research Realities 16A.1: Requirements for the Chi Square Test 860
Index of Predictive Association 861
Spearman s Rank Correlation Coefficient 864
Coefficient of Concordance 866
Appendix 16B: Analysis of Catalog Buying Data 871
Simple Regression 871
Multiple Regression 872
Chapter 17
Data Analysis: Discriminant, Factor, and Cluster Analysis 875
Discriminant Analysis 875
Research Realities 17.1: Relative Frequency of Use of Factor,
Cluster, and Discriminant Analysis 876
Two Group Case 877
Three Group Case 891
Marketing Applications 895
Contents XXXi
Factor Analysis 896
Summarizing Data 897
Substantive Interpretation 903
The Key Decisions 912
Research Realities 17.2: Factors That Make Commercials Likeable 916
Marketing Applications 977
Cluster Analysis 919
Euclidean Distance to Measure Similarity 921
Clustering Methods 921
Research Realities 17.3: Operation of the ^ Means Method 931
Key Decisions 934
Marketing Applications 943
Appendix 17A: Analysis of Catalog Buying Data 952
Discriminant Analysis 952
Factor Analysis 955
Cluster Analysis 955
Cases to Part 5
5.1 University of Wisconsin Extension: Engineering Management Program 959
5.2 Canopy of Care (B) 964
5.3 Young Ideas Publishing Company (B) 969
5.4 Madison Gas and Electric Company (B) 973
5.5 Chestnut Ridge Country Club (B) 975
5.6 Fabhus, Inc. 977
5.7 Como Western Bank 981
5.8 Steve s Stereo Shop 983
Part 6
The Research Report 989
Chapter 18
The Research Report 991
Fundamental Criterion of Research Reports 992
Writing Critieria 993
Completeness 993
Accuracy 993
Research Realities 18.1: An Example of Inept Phrasing and Its Consequences 995
Clarity 995
Conciseness 996
Research Realities 18.2: Some Suggestions When Choosing
Words for Marketing Research Reports 997
I
I
XXX11 Contents ]
Forms of Report 998 j
Title Page 999
Table of Contents 999 !
Summary 999 j
Introduction 7000 j
Body 700/ j
Conclusions and Recommendations 7004 ¦
Appendix 7005 j
The Oral Report 7007 j
Preparing the Oral Report 7007 j
Delivering the Oral Report 7008 j
Graphic Presentation of the Results 7009 I
Pie Chart 7070 j
Line Chart 7072 1
Stratum Chart 7072
Bar Chart 7073
Bar Chart Variations 7075
Epilogue 7025
Appendix A
Cumulative Standard Unit Normal Distribution 7027
Appendix B
Selected Percentiles of the 2 Distribution 7028
Appendix C
Upper Percentiles of the t Distribution 7029
Appendix D
Selected Percentiles of the F Distribution 7050
Glossary 7055
Index 1049
|
| any_adam_object | 1 |
| author | Churchill, Gilbert A. |
| author_facet | Churchill, Gilbert A. |
| author_role | aut |
| author_sort | Churchill, Gilbert A. |
| author_variant | g a c ga gac |
| building | Verbundindex |
| bvnumber | BV008845570 |
| classification_rvk | QP 611 |
| ctrlnum | (OCoLC)246635669 (DE-599)BVBBV008845570 |
| discipline | Wirtschaftswissenschaften |
| edition | 5. ed. |
| format | Book |
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| genre | 1\p (DE-588)4151278-9 Einführung gnd-content 2\p (DE-588)4123623-3 Lehrbuch gnd-content |
| genre_facet | Einführung Lehrbuch |
| id | DE-604.BV008845570 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T17:25:57Z |
| institution | BVB |
| isbn | 0030314720 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-005849013 |
| oclc_num | 246635669 |
| open_access_boolean | |
| owner | DE-20 DE-703 DE-706 DE-11 DE-188 |
| owner_facet | DE-20 DE-703 DE-706 DE-11 DE-188 |
| physical | XXXII, 1070 S. graph. Darst. |
| publishDate | 1991 |
| publishDateSearch | 1991 |
| publishDateSort | 1991 |
| publisher | Dryden Press |
| record_format | marc |
| spelling | Churchill, Gilbert A. Verfasser aut Marketing research methodological foundations Gilbert A. Churchill 5. ed. Fort Worth u.a. Dryden Press 1991 XXXII, 1070 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Methode (DE-588)4038971-6 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Marketingforschung (DE-588)4200055-5 gnd rswk-swf Marktforschung (DE-588)4037630-8 gnd rswk-swf 1\p (DE-588)4151278-9 Einführung gnd-content 2\p (DE-588)4123623-3 Lehrbuch gnd-content Marketingforschung (DE-588)4200055-5 s DE-604 Marktforschung (DE-588)4037630-8 s Marketing (DE-588)4037589-4 s Methode (DE-588)4038971-6 s 3\p DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=005849013&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 2\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 3\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Churchill, Gilbert A. Marketing research methodological foundations Methode (DE-588)4038971-6 gnd Marketing (DE-588)4037589-4 gnd Marketingforschung (DE-588)4200055-5 gnd Marktforschung (DE-588)4037630-8 gnd |
| subject_GND | (DE-588)4038971-6 (DE-588)4037589-4 (DE-588)4200055-5 (DE-588)4037630-8 (DE-588)4151278-9 (DE-588)4123623-3 |
| title | Marketing research methodological foundations |
| title_auth | Marketing research methodological foundations |
| title_exact_search | Marketing research methodological foundations |
| title_full | Marketing research methodological foundations Gilbert A. Churchill |
| title_fullStr | Marketing research methodological foundations Gilbert A. Churchill |
| title_full_unstemmed | Marketing research methodological foundations Gilbert A. Churchill |
| title_short | Marketing research |
| title_sort | marketing research methodological foundations |
| title_sub | methodological foundations |
| topic | Methode (DE-588)4038971-6 gnd Marketing (DE-588)4037589-4 gnd Marketingforschung (DE-588)4200055-5 gnd Marktforschung (DE-588)4037630-8 gnd |
| topic_facet | Methode Marketing Marketingforschung Marktforschung Einführung Lehrbuch |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=005849013&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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