Marketing Research, 8th Edition / Edition 8

Marketing Research, 8th Edition / Edition 8

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

Make smart decisions based on expert marketing research and intelligence

Now in its Eighth Edition, Aaker, Kumar, and Day’s MARKETING RESEARCH shows when marketing research can and should be used, what research alternatives exist, how to recognize effective and ineffective research, and how to interpret and apply the results, so you can make

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Overview

Make smart decisions based on expert marketing research and intelligence

Now in its Eighth Edition, Aaker, Kumar, and Day’s MARKETING RESEARCH shows when marketing research can and should be used, what research alternatives exist, how to recognize effective and ineffective research, and how to interpret and apply the results, so you can make smart business decisions. The authors guide you step by step through the entire marketing research process, describing the most current methodologies.

Updated to reflect emerging trends, this Eighth Edition features a stronger emphasis on the important role of marketing intelligence, new cases and real-world examples, and new topics of interest and methods of practice in marketing research.

Highlights

  • Integrates technology in marketing research, providing you with clear guidance on how to use marketing analysis and information technology for decision making.

  • Presents a broad picture of how business intelligence, marketing intelligence, and marketing research fit into the organization’s need for sustaining competitive advantage.

  • Emphasizes decision making in marketing research and marketing intelligence analysis.

  • Addresses global concepts and issues in the execution of marketing research.

  • Offers insights into contemporary and emerging applications of marketing research and marketing intelligence.

Available with SPSS® software

This Eight Edition can be packaged with SPSS® Student Version 11.0 (set ISBN: 0-471-45885-6).

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Product Details

ISBN-13:
9780471230571
Publisher:
Wiley
Publication date:
06/06/2003
Edition description:
Older Edition
Pages:
800
Product dimensions:
8.17(w) x 10.22(h) x 1.39(d)

Table of Contents

PART I: THE NATURE AND SCOPE OF MARKETING RESEARCH.

Chapter 1. A Decision-Making Perspective on Marketing Intelligence.

Chapter 2. Marketing Research in Practice.

Chapter 3. The Marketing Research Process.

Chapter 4. Research Design and Implementation.

PART II: DATA COLLECTION.

Section A: Secondary and Exploratory Research.

Chapter 5. Secondary Sources of Marketing Data.

Chapter 6. Standardized Sources of Marketing Data.

Chapter 7. Marketing Research on the Internet.

Chapter 8. Information Collection: Qualitative and Observational Methods.

Section B: Description Research.

Chapter 9. Information from Respondents: Issues in Data Collection.

Chapter 10. Information from Respondents: Survey Methods.

Chapter 11. Attitude Measurement.

Chapter 12. Designing the Questionnaire.

Section C: Causal Research.

Chapter 13. Experimentation.

Section D: Sampling.

Chapter 14. Sampling Fundamentals.

Chapter 15. Sample Size and Statistical Theory.

PART III: DATA ANALYSIS.

Chapter 16. Fundamentals of Data Analysis.

Chapter 17. Hypothesis Testing: Basic Concepts and Tests of Associations.

Chapter 18. Hypothesis Testing: Means and Proportions.

PART IV: SPECIAL TOPICS IN DATA ANALYSIS.

Chapter 19. Correlation Analysis and Regression Analysis.

Chapter 20. Discriminant and Canonical Analysis.

Chapter 21. Factor and Cluster Analysis.

Chapter 22. Multidimensional Scaling and Conjoint Analysis.

Chapter 23. Presenting the Results.

PART V: APPLICATIONS.

Chapter 24. Traditional Applications of Marketing Research: Product, Price, Distribution, and Promotion.

Chapter 25. Contemporary Applications of Marketing Research: Competitive Advantage, Brand Equity, Customer Satisfaction, and Total Quality Management.

Chapter 26. Emerging Applications of Marketing Research: Direct Marketing, Database Marketing; E-Commerce, and Relationship Marketing.

Appendix: Tables.

Glossary.

Index. 

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