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Etudes de marché, by Giannelloni /Vernette
Ebook Etudes de marché, by Giannelloni /Vernette
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Un ouvrage complet sur l'ensemble des techniques quantitatives et qualitatives utilis�es en �tude de march� La nouvelle �dition tr�s attendue de ce manuel qui a fait ses preuves. Ce livre se veut clair et illustr� (par de nombreux exemples et applications). Il est complet et vise � l'exhaustivit�. De tr�s nombreuses mises � jour ont ainsi effectu�es, portant sur les techniques les plus r�centes : les apports de certaines techniques de recherche de sens en analyse qualitative; les notions d'exp�rimentation, de plans d'exp�rience et d'analyse de variance en analyse quantitative, par exemple. Le guide des sources documentaire est remplac� par un guide des ressources du Web. Sommaire : R�flexions pr�alables � l'�tude; �tudes et analyses pr�liminaires; Le projet d'�tude; Techniques individuelles traditionnelles; Techniques de groupe; Techniques associatives; Techniques de recherche du sens; �chantillonnage; Construction du questionnaire; Administration du questionnaire; Analyses de base; Tests statistiques; Analyse multivari�es; L'exp�rimentation en marketing : collecte et traitement des donn�es; Pr�sentation du rapport d'�tude et mise en oeuvre; Co�t d'une �tude.
- Sales Rank: #17304084 in Books
- Published on: 2001-11-23
- Original language: French
- Dimensions: 1.38" h x 7.09" w x 9.45" l,
- Binding: Paperback
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