Marketing Research / Edition 11

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This book offers the best approach toward communicating the intricacies of marketing research and its usefulness to the marketing organization. This highly regarded text focuses on market intelligence, strategy, theory, and application and retains its coverage of the most advanced and current marketing research methodologies. Pointing out these methodologies' limitations and strengths, the book also brings to the forefront the relevance of marketing intelligence, the power of the Internet in marketing research applications, and much more. Suitable for students in the intermediate or advanced courses.

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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: 649,561
  • 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


CHAPTER 1 A Decision-Making Perspective on Marketing Intelligence

Learning Objectives

An Overview of Business Intelligence

Introduction to Marketing Intelligence

Marketing Research

Role of Marketing Research in Managerial Decision Making

Factors That Influence Marketing Research Decisions

Use of Marketing Research

Ethics in Marketing Research

The Respondent's Ethics and Rights

International Marketing Research


Questions and Problems

End Notes

Case 1-1: Preteen Market'The Right Place to Be In for Cell Phone Providers?

Case 1-2: Best Buy on a Segmentation Spree

Case 1-3: Ethical Dilemmas in Marketing Research

CHAPTER 2 Marketing Research in Practice

Learning Objectives

Information System, Decision Support Systems, and Marketing Research

Marketing Decision Support Systems

Suppliers of Information

Criteria for Selecting External Suppliers

The International Marketing Research Industry

Career Opportunities in Marketing Research


Questions and Problems

End Notes

Appendix: Marketing Research Jobs

CHAPTER 3 The Marketing Research Process

Learning Objectives

Overview of the Marketing Research Process

The Preliminary Stages of the Marketing Research Process

Planning a New HMO

The International Marketing Research Process


Questions and Problems

End Notes

Appendix: The Value of Research Information Using Bayesian Decision Theory

Case 3-1: A VideOcart Test for Bestway Stores

Case 3-2: Sperry/MacLennan Architects and


Case 3-3: Philip Morris Enters Turkey

CHAPTER 4 Research Design and Implementation

Learning Objectives

Research Approach

Research Tactics and Implementation

Budgeting and Scheduling the Research Project

Research Proposal

Designing International Marketing Research

Issues in International Research Design


Questions and Problems

End Notes

Appendix: Errors in Research Design


CHAPTER 5 Secondary Sources of Marketing


Learning Objectives

Secondary Data

Uses of Secondary Data

Benefits of Secondary Data

Limitations of Secondary Data

Internal Sources of Secondary Data

External Sources of Secondary Data

Census Data

North American Industry Classification System

Appraising Secondary Sources

Applications of Secondary Data

Sources of Secondary Data for International Marketing Research

Problems Associated with Secondary Data in International Research

Applications of Secondary Data in International Research


Questions and Problems

End Notes

Case 5-1: Barkley Foods

Case 5-2: Dell in Latin America?

Case 5-3: Eddie Bauer: Strategize with Secondary Marketing Data

CHAPTER 6 Standardized Sources of Marketing Data

Learning Objectives

Retail Store Audits

Consumer Purchase Panels

Scanner Services and Single-Source Systems

Media-Related Standardized Sources

Applications of Standardized Sources of Data


Questions and Problems

End Notes

Case 6-1: Promotion of Rocket Soups

Case 6-2: Kerry Gold Products, Ltd.

Case 6-3: Paradise Foods

CHAPTER 7 Marketing Research on the Internet

Learning Objectives

Current Trends in Web Usage

WWW Information for Marketing Decisions

The Internet and Marketing Research Today

The Internet and Marketing Research Developments

Issues and Concerns


Questions and Problems

End Notes

Case 7-1: Caring Children's Hospital

CHAPTER 8 Information Collection: Qualitative and Observational Methods

Learning Objectives

Need for Qualitative Research

Qualitative Research Methods

Observational Methods

Recent Applications of Qualitative and Observational Methods


Questions and Problems

End Notes

Appendix: Myths of Qualitative Research: It's Conventional, But Is It Wisdom?

Case 8-1: Mountain Bell Telephone Company

Case 8-2: U.S. Department of Energy (A)

Case 8-3: Acura

Case 8-4: Exploratory Research on the Lleyton Hewitt National Visa Card

Case 8-5: Hamilton Beach Conducts Primary Research in Mexico and Europe



Case 4-1: Reynolds Tobacco's Slide-Box Cigarettes

Case 4-2: California Foods Corporation

Case for Part I

Case I-1: Clover Valley Dairy Company


CHAPTER 9 Information from Respondents: Issues in Data Collection

Learning Objectives

Information from Surveys

Sources of Survey Error

Methods of Data Collection

Factors Affecting the Choice of a Survey Method

Ethical Issues in Data Collection


Questions and Problems

End Notes

Case 9-1: Essex Markets (A)

Case 9-2: More Ethical Dilemmas in Marketing Research

CHAPTER 10 Information from Respondents: Survey Methods

Learning Objectives

Collecting Data

Surveys in the International Context


Questions and Problems

End Notes

Case 10-1: Roland Development Corp.

CHAPTER 11 Attitude Measurement

Learning Objectives

What Are Attitudes?

The Concept of Measurement and Scaling

Types of Attitude Rating Scales

General Guidelines for Developing a Multiple-Item Scale

Interpreting Attitude Scales

Choosing an Attitudinal Scale

Accuracy of Attitude Measurements

Scales in Cross-National Research


Questions and Problems

End Notes

Case 11-1: National Kitchens

CHAPTER 12 Designing the Questionnaire

Learning Objectives

Planning What to Measure

Formatting the Question

Question Wording: A Problem of Communication

Sequence and Layout Decisions

Questionnaire Design for International Research


Questions and Problems

End Notes

Case 12-1: Wine Horizons

Case 12-2: Smith's Clothing (A)

Case 12-3: Compact Lemon

Case 12-4: Project Data: An Urban Transportation Study


CHAPTER 13 Experimentation

Learning Objectives

Descriptive versus Experimental Research

What Constitutes Causality?

Laboratory and Field Experiments

Threats to Experimental Validity

Issues in Experimental Research

Types of Experimental Designs

Guidelines for Conducting Experimental Research

Limitations of Experiments


Questions and Problems

End Notes

Case 13-1: Evaluating Experimental Designs

Case 13-2: Barrie Food Corporation


CHAPTER 14 Sampling Fundamentals

Learning Objectives

Sample or Census

Sampling Process

Probability Sampling

Nonprobability Sampling

Shopping Center Sampling

Sampling in the International Context


Questions and Problems

End Notes

Case 14-1: Exercises in Sample Design

Case 14-2: Talbot Razor Products Company

CHAPTER 15 Sample Size and Statistical Theory

Learning Objectives

Determining the Sample Size: Ad Hoc Methods

Population Characteristics/Parameters

PART IV SPECIAL TOPICS IN DATA ANALYSIS Sample Characteristics/Statistics

Sample Reliability

Interval Estimation

Sample Size Question


Coefficient of Variation

Stratified Sampling

Multistage Design

Sequential Sampling


Questions and Problems

End Notes

Case for Part II

Case II-1: Currency Concepts International


CHAPTER 16 Fundamentals of Data Analysis

Learning Objectives

Preparing the Data for Analysis

Strategy for Data Analysis


Factors Influencing the Choice of Statistical Technique

An Overview of Statistical Techniques


Questions and Problems

End Notes


CHAPTER 17 Hypothesis Testing: Basic Concepts and Tests of Associations

Learning Objectives

The Logic of Hypothesis Testing

Steps in Hypothesis Testing

Basic Concepts of Hypothesis Testing

Cross-Tabulation and Chi-Square


Questions and Problems

End Notes

Case 17-1: Medical Systems Associates: Measuring Patient Satisfaction

CHAPTER 18 Hypothesis Testing: Means and Proportions

Learning Objectives

Commonly Used Hypothesis Tests in Marketing Research

Relationship between Confidence Interval and Hypothesis Testing

Analysis of Variance (ANOVA)

The Probability-Values (p-Values) Approach to Hypothesis Testing

Effect of Sample Size and Interpretation of Test Results


Questions and Problems

End Notes

Case 18-1: American Conservatory Theater

Case 18-2: Apple Appliance Stores

Cases for Part III

Case III-1: The Vancouver Symphony Orchestra

Case III-2: Popular Pizzas: Identifying Consumer Preferences

CHAPTER 19 Correlation Analysis and Regression Analysis

Learning Objectives

Correlation Analysis

Regression Analysis


Questions and Problems

End Notes

Case 19-1: The Seafood Grotto

Case 19-2: Ajax Advertising Agency

Case 19-3: Election Research, Inc.

CHAPTER 20 Discriminant, Factor, and Cluster Analysis

Learning Objectives

Discriminant Analysis

Multiple Discriminant Analysis

Summary of Discriminant Analysis

Factor and Cluster Analysis

Factor Analysis

Summary of Factor Analysis

Cluster Analysis

Summary of Cluster Analysis

Questions and Problems

End Notes

Case 20-1: Southwest Utility

Case 20-2: Store Image Study

Case 20-3: Behavioral Research

CHAPTER 21 Multidimensional Scaling and Conjoint Analysis

Learning Objectives

Multidimensional Scaling

Attribute-Based Approaches

Summary of MDS

Conjoint Analysis

Summary of Conjoint Analysis

Questions and Problems

End Notes

Case 21-1: Nester's Foods

Case 21-2: Pepsi-Cola

Case 21-3: The Electric Truck Case

Case 21-4: Fargo Instruments

CHAPTER 22 Presenting the Results

Learning Objectives

Guidelines for Successful Presentations

Written Report

Oral Presentation

Relationship with the Client


Questions and Problems

End Notes

Cases for Part IV

Case IV-1: Smith's Clothing (B)

Case IV-2: Newfoo

CHAPTER 23 Marketing-Mix Measures

Learning Objectives

New-Product Research

Pricing Research

Distribution Research

Promotion Research

Total Quality Management

Information Requirements for Total Quality Management


Questions and Problems

End Notes

Case 23-1: Brown Microwave

Case 23-2: National Chemical Corporation

Case 23-3: U.S. Department of Energy (B)

Case 23-4: Hokey Pokey is Born in India

CHAPTER 24 Brand and Customer Metrics

Learning Objectives

Competitive Advantage

Brand Equity

Customer Satisfaction

Customer Satisfaction Measurement Process

Contemporary Applications of Marketing Intelligence

Maximizing Customer Profitability


Questions and Problems

End Notes


CHAPTER 25 Database Marketing, E-Commerce, Relationship Marketing, and Customer Intelligence

Learning Objectives

Database Marketing


Mobile Marketing

Social Marketing

Experiential Marketing

Relationship Marketing

Recent Developments in Relationship Marketing

Word-of-Mouth Marketing

Customer Intelligence


Questions and Problems

End Notes


End Notes for Appendix

Appendix: Tables

A-1. Standard Normal, Cumulative Probability in Right-Hand Tail for Positive Values of z; Areas Are Formed by Symmetry

A-2. X2 Critical Points

A-3. F Critical Points

A-4. t Cut-off Points for the Student's t-Distribution

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

A-6. Output of Select Tables in SPSS



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