Marketing Research / Edition 9by David A. Aaker
Pub. Date: 10/02/2006
What is bad marketing research? What are the research alternatives? How do you interpret and apply the results? These are just a few of the questions this classic text answers! 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! This exciting new edition features:
*A new focus on database marketing one of many Emerging Applications of Marketing Research treated in depth in a new chapter
*A new chapter on one of the exciting and high-interest new trends in the market Marketing Research on the Internet
*Coverage of the most recent developments in the field such as competitive advantage, brand equity, total quality management, and customer satisfaction.
*Thorough treatment of the most advanced and effective marketing research methodologies, including their limitations as well as their potential for enhancing research results
Table of Contents
A Decision-Making Perspective on Marketing Research.
Marketing Research in Practice.
The Marketing Research Process.
Research Design and Implementation.
Secondary Sources of Marketing Data.
Standardized Sources of Marketing Data.
Marketing Research on the Internet.
Information Collection: Qualitative and Observational Methods.
Information from Respondents: Issues in Data Collection.
Information from Respondents: Survey Methods.
Designing the Questionnaire.
Sample Size and Statistical Theory.
Fundamentals of Data Analysis.
Hypothesis Testing: Basic Concepts and Tests of Associations.
Hypothesis Testing: Means and Proportions.
SPECIAL TOPICS IN DATA ANALYSIS.
Correlation Analysis and Regression Analysis.
Discriminant and Canonical Analysis.
Factor and Cluster Analysis.
Multidimensional Scaling and Conjoint Analysis.
Presenting the Results.
Traditional Applications of Marketing Research: Product, Price, Distribution, and Promotion.
Contemporary Applications of Marketing Research: Competitive Advantage, Brand Equity, Customer Satisfaction, and Total Quality Management.
Emerging Applications of Marketing Research: Database Marketing; E-Commerce, and Relationship Marketing.
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