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了解個案內容與學習目標，選擇授課教師及使用課程。
The Research Process and an Example
內容大綱
This practical guide, published by Business Expert Press, leads readers through the issues they will face in developing new marketing opportunities in foreign markets. In Chapter 6, The Research Process and an Example (the final chapter of the book), the authors present an extended example of a market research situation involving Acme Motor Company, based in the United States. Acme seeks to market its line of fuel-efficient automobiles to France and other countries in Europe. The authors weave into this example important research issues, such as properly modeling the research question, developing hypotheses, constructing the relative measures, and sampling and data collection. They also address data analysis through research methods and reporting research findings in a managerially relevant manner.