Essentials of Marketing Research,2nd Edition / Edition 2

Essentials of Marketing Research,2nd Edition / Edition 2

by V. Kumar, David A. Aaker, George S. Day
     
 

ISBN-10: 047141235X

ISBN-13: 9780471412359

Pub. Date: 11/28/2001

Publisher: Wiley

Contains detailed discussions of the process, with numerous examples from the industry.

• Coverage on international marketing research expands the readers' ability to deal with issues that are not encountered in the domestic country research.

• Discussion on how to apply marketing research in various marketing applications is presented.

Overview

Contains detailed discussions of the process, with numerous examples from the industry.

• Coverage on international marketing research expands the readers' ability to deal with issues that are not encountered in the domestic country research.

• Discussion on how to apply marketing research in various marketing applications is presented.

Product Details

ISBN-13:
9780471412359
Publisher:
Wiley
Publication date:
11/28/2001
Edition description:
New Edition
Pages:
576
Product dimensions:
8.23(w) x 10.39(h) x 1.13(d)

Table of Contents

PART I. THE NATURE AND SCOPE OF MARKETING RESEARCH.

A Decision-Making Perspective on Marketing Research.

Marketing Research in Practice.

The Marketing Research Process.

Research Design and Implementation.

PART II. DATA COLLECTION.

Secondary and Standardized Sources of Marketing Data.

Marketing Research on the Internet.

Information Collection: Qualitative and Observational Methods.

Information from Respondents: Issues in Data Collection.

Attitude Measurement.

Designing the Questionnaire.

Sampling Fundamentals.

PART III.DATA ANALYSIS.

Fundamentals of Data Analysis.

Hypothesis Testing.

Correlation Analysis and Regression Analysis.

PART IV. APPLICATIONS.

Presenting the Results.

Applications of Marketing Research.

APPENDIX.

Table.

Procedure.

Glossary.

Index.

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