Nghiên cứu Marketing
Tài Liệu Giảng Dạy

Đây là tài liệu giảng dạy của thầy Đinh Tiên Minh tại trường Đại học Kinh Tế TP.HCM, đồng thời là tài liệu tham khảo hữu ích cho các trường có đào tạo cùng ngành và các đọc giả quan tâm.



Chapter 6: Sampling: Theory and Methods

Learning objectives: Explain the role of sampling in the research process Distinguish between probability and nonprobability sampling Understand the factors to consider when determining sample size Understand the steps in developing a sampling plan

Chapter 7: Measurement and Scaling

Learning objectives: Understand the role of measurement in marketing research Explain the four basic levels of scales Describe scale development and its importance in gathering primary data  

Chapter 13: Communicating Marketing Research Findings

Learning objectives: Understand the objectives of a research report Describe the format of a marketing research report Discuss several techniques for graphically displaying research results Understand the importance of presentations in marketing research