Marketing Research

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!
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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!
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Editorial Reviews

Booknews
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 (booknews.com)
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Product Details

  • ISBN-13: 9781118321812
  • Publisher: Wiley, John & Sons, Incorporated
  • Publication date: 12/28/2012
  • Edition number: 11
  • Pages: 664

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

Pt. I Nature and Scope of Marketing Research
Ch. 1 A Decision-Making Perspective on Marketing Research 1
Ch. 2 Marketing Research in Practice 22
Ch. 3 The Marketing Research Process 41
Ch. 4 Research Design and Implementation 71
Pt. II Data Collection
Ch. 5 Secondary Sources of Marketing Data 105
Ch. 6 Standardized Sources of Marketing Data 132
Ch. 7 Marketing Research on the Internet 160
Ch. 8 Information Collection: Qualitative and Observational Methods 186
Ch. 9 Information from Respondents: Issues in Data Collection 217
Ch. 10 Information from Respondents: Survey Methods 234
Ch. 11 Attitude Measurement 272
Ch. 12 Designing the Questionnaire 306
Ch. 13 Experimentation 337
Ch. 14 Sampling Fundamentals 372
Ch. 15 Sample Size and Statistical Theory 405
Pt. III Data Analysis
Ch. 16 Fundamentals of Data Analysis 438
Ch. 17 Hypothesis Testing: Basic Concepts and Tests of Associations 461
Ch. 18 Hypothesis Testing: Means and Proportions 482
Pt. IV Special Topics in Data Analysis
Ch. 19 Correlation Analysis and Regression Analysis 523
Ch. 20 Discriminant and Canonical Analysis 559
Ch. 21 Factor and Cluster Analysis 582
Ch. 22 Multidimensional Scaling and Conjoint Analysis 615
Ch. 23 Presenting the Results 645
Pt. V Applications
Ch. 24 Traditional Applications of Marketing Research: Product Price, Distribution, and Promotion 664
Ch. 25 Contemporary Applications of Marketing Research 706
Ch. 26 Emerging Applications of Marketing Research: Database Marketing and Relationship Marketing 731
Appendix: Tables 749
Glossary 757
Index 767
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