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Marketing Research / Edition 5
     

Marketing Research / Edition 5

by David A. Aaker, V. Kumar, George S. Day
 

ISBN-10: 0471552542

ISBN-13: 9780471552543

Pub. Date: 02/01/1995

Publisher: Wiley

Leading researchers and instructors present an excellent exposition of technical innovations and related advancements which contribute to the dynamic and ever-changing nature of this field. Highlights the differences between domestic and international research, offering solutions to handle problems unique to multi-country investigations. Features a comprehensive

Overview

Leading researchers and instructors present an excellent exposition of technical innovations and related advancements which contribute to the dynamic and ever-changing nature of this field. Highlights the differences between domestic and international research, offering solutions to handle problems unique to multi-country investigations. Features a comprehensive section on marketing research applications including both traditional and current developments such as brand equity, customer satisfaction and TQM. Stimulating and challenging end-of-chapter questions plus scores of problems and case studies induce students' creative thinking.

Product Details

ISBN-13:
9780471552543
Publisher:
Wiley
Publication date:
02/01/1995
Edition description:
Older Edition
Pages:
800
Product dimensions:
8.27(w) x 10.31(h) x 1.34(d)

Table of Contents

Partial table of contents:

THE NATURE AND SCOPE OF MARKETING RESEARCH.

Marketing Research in Practice.

The Marketing Research Process.

Research Design and Implementation.

DATA COLLECTION.

Secondary Sources of Marketing Data.

Information Collection: Qualitative and Observational Methods.

Information from Respondents: Issues in Data Collection.

Attitude Measurement.

Designing the Questionnaire.

Experimentation.

Sampling Fundamentals.

Sample Size and Statistical Theory.

DATA ANALYSIS.

Hypothesis Testing: Basic Concepts and Tests of Associations.

Hypothesis Testing: Means and Proportions.

SPECIAL TOPICS IN DATA ANALYSIS.

Factor and Cluster Analysis.

Presenting the Results.

APPLICATIONS.

Traditional Applications of Marketing Research: Product and Price.

Applications of Marketing Research in the Nineties.

Appendix.

Glossary.

Index.

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