Marketing Research / Edition 3

Marketing Research / Edition 3

by David A. Aaker, George S. Day
     
 

The authors first show both practicing and future managers and researchers where marketing research fits into the organization and how it fuels decision-making. Then they detail each element of the process in a way that helps to develop sound decision-making skills. Finally, they spotlight how marketing research is effectively applied in today's businesses. Throughout… See more details below

Overview

The authors first show both practicing and future managers and researchers where marketing research fits into the organization and how it fuels decision-making. Then they detail each element of the process in a way that helps to develop sound decision-making skills. Finally, they spotlight how marketing research is effectively applied in today's businesses. Throughout, clear and current examples, applications, and illustrations bring the material into sharp focus!

Product Details

ISBN-13:
9780471838753
Publisher:
Wiley, John & Sons, Incorporated
Publication date:
02/01/1986
Series:
Wiley Series in Marketing
Edition description:
3rd ed
Pages:
678

Table of Contents

Pt. INature and Scope of Marketing Research
Ch. 1A Decision-Making Perspective on Marketing Research1
Ch. 2Marketing Research in Practice22
Ch. 3The Marketing Research Process41
Ch. 4Research Design and Implementation71
Pt. IIData Collection
Ch. 5Secondary Sources of Marketing Data105
Ch. 6Standardized Sources of Marketing Data132
Ch. 7Marketing Research on the Internet160
Ch. 8Information Collection: Qualitative and Observational Methods186
Ch. 9Information from Respondents: Issues in Data Collection217
Ch. 10Information from Respondents: Survey Methods234
Ch. 11Attitude Measurement272
Ch. 12Designing the Questionnaire306
Ch. 13Experimentation337
Ch. 14Sampling Fundamentals372
Ch. 15Sample Size and Statistical Theory405
Pt. IIIData Analysis
Ch. 16Fundamentals of Data Analysis438
Ch. 17Hypothesis Testing: Basic Concepts and Tests of Associations461
Ch. 18Hypothesis Testing: Means and Proportions482
Pt. IVSpecial Topics in Data Analysis
Ch. 19Correlation Analysis and Regression Analysis523
Ch. 20Discriminant and Canonical Analysis559
Ch. 21Factor and Cluster Analysis582
Ch. 22Multidimensional Scaling and Conjoint Analysis615
Ch. 23Presenting the Results645
Pt. VApplications
Ch. 24Traditional Applications of Marketing Research: Product Price, Distribution, and Promotion664
Ch. 25Contemporary Applications of Marketing Research706
Ch. 26Emerging Applications of Marketing Research: Database Marketing and Relationship Marketing731
Appendix: Tables749
Glossary757
Index767

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