Marketing Research / Edition 11

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Marketing Research offers the best approach toward communicating the intricacies of this field and its usefulness to the marketing organization. "Macro-micro-macro" in design, and fitting for students in the intermediate or advanced courses, this highly-regarded text focuses on market intelligence, strategy, theory, and application.

The new 11th edition retains its coverage of the most advanced and current marketing research methodologies and points out their limitations, as well their potential for enhancing research results. It also brings to the forefront the relevance of marketing intelligence, the power of the Internet in marketing research applications, and much more.

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Editorial Reviews

This new edition of a textbook incorporates information on online marketing research related to the Internet. After a brief macro-level discussion of the overarching issues of marketing research and how it fits into organizations, the bulk of the text consists of micro-level approaches to such topics as data collection, descriptive research, data analysis, and applications. Annotation c. Book News, Inc., Portland, OR (
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Product Details

  • ISBN-13: 9781118156636
  • Publisher: Wiley
  • Publication date: 10/9/2012
  • Edition description: New Edition
  • Edition number: 11
  • Pages: 768
  • Sales rank: 703,941
  • Product dimensions: 8.10 (w) x 10.10 (h) x 1.20 (d)

Meet the Author

David Aaker is professor of Marketing, Emeritus at the Haas School of Business, University of California Berkeley. He is a leading expert on brand strategy and strategic marketing. He is the author of over seven books for both the practioner and the student of marketing.
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Table of Contents

PART I: The Nature and Scope of Marketing Research

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

Chapter 2 Marketing Research in Practice, 33

Chapter 3 The Marketing Research Process, 50

Chapter 4 Research Design and Implementation, 79

PART II: Data Collection

SECTION A: Secondary and Exploratory Research

Chapter 5 Secondary Sources of Marketing Data, 111

Chapter 6 Standardized Sources of Marketing Data, 138

Chapter 7 Marketing Research on the Internet, 166

Chapter 8 Information Collection: Qualitative and Observational Methods, 191

SECTION B: Descriptive Research

Chapter 9 Information from Respondents: Issues in Data Collection, 233

Chapter 10 Information from Respondents: Survey Methods, 251

Chapter 11 Attitude Measurement, 292

Chapter 12 Designing the Questionnaire, 324

SECTION C: Causal Research

Chapter 13 Experimentation, 353

SECTION D: Sampling

Chapter 14 Sampling Fundamentals, 386

Chapter 15 Sample Size and Statistical Theory, 416

PART III: Data Analysis

Chapter 16 Fundamentals of Data Analysis, 439

Chapter 17 Hypothesis Testing: Basic Concepts and Tests of Associations, 460

Chapter 18 Hypothesis Testing: Means and Proportions, 479

PART IV: Special Topics in Data Analysis

Chapter 19 Correlation Analysis and Regression Analysis, 516

Chapter 20 Discriminant, Factor and Cluster Analysis, 548

Chapter 21 Multidimensional Scaling and Conjoint Analysis, 600

Chapter 22 Presenting the Results, 627

PART V: Applications of Marketing Intelligence

Chapter 23 Marketing-Mix Measures: Product, Price, Distribution, and Promotion, 646

Chapter 24 Brand and Customer Metrics, 686

Chapter 25 New Age Strategies: Database Marketing, E-Commerce, Relationship Marketing, and Customer Intelligence, 714

Appendix: Tables, 750

A-1. Standard Normal Probabilities, 750

A-2. X2 Critical Points, 751

A-3. F Critical Points, 753

A-4. t Critical Points, 758

A-5. Procedures for Conducting Univariate and Multivariate Analysis in SPSS, 759

A-6. Output of Select Tables in SPSS, 763

Glossary, 774

Index, 785

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