Marketing Research / Edition 7

Marketing Research / Edition 7

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

ISBN-10: 0471363405

ISBN-13: 9780471363408

Pub. Date: 07/01/2000

Publisher: Wiley

Transform a world of marketing data into strategic advantage In a world exploding with marketing data, there's one text that keeps pace with the latest tools, applications, and developments in marketing research. Now in its Seventh Edition, Aaker, Kumar, and Day's Marketing Research shows future managers and researchers when marketing research can and should be used,…  See more details below

Overview

Transform a world of marketing data into strategic advantage In a world exploding with marketing data, there's one text that keeps pace with the latest tools, applications, and developments in marketing research. Now in its Seventh Edition, Aaker, Kumar, and Day's Marketing Research shows future managers and researchers when marketing research can and should be used, what research alternatives exist, how to recognize effective and ineffective research, and how to interpret and apply the results. The authors take readers step by step through the entire marketing research process, describing the most advanced and current methodologies. Reflecting emerging trends and changes in the marketplace, this new edition has been completely revised, updated, and enhanced. New features include:
* Relevant and recent examples and citations
* Expanded coverage of e-commerce and database marketing
* New cases and problems, covering a wide range of products and organizations
* Marketing Research in Business sections in each chapter that focus on the real-world applications of marketing research
* Firm-specific and data-specific URLs connecting to the most recent information
* New coverage of the use of SPSS(r) in illustrating the data analysis Now available with SPSS(r) software. This Seventh Edition can be packaged with SPSS(r) Student Version 9.0 (Set ISBN: 0-471-39564-1).

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Product Details

ISBN-13:
9780471363408
Publisher:
Wiley
Publication date:
07/01/2000
Edition description:
Older Edition
Pages:
768
Product dimensions:
8.36(w) x 10.37(h) x 1.32(d)

Table of Contents

Pt. INature and Scope of Marketing Research
Ch. 1A Decision-Making Perspective on Marketing Research1
Ch. 2Marketing Research in Practice22
Ch. 3The Marketing Research Process41
Ch. 4Research Design and Implementation71
Pt. IIData Collection
Ch. 5Secondary Sources of Marketing Data105
Ch. 6Standardized Sources of Marketing Data132
Ch. 7Marketing Research on the Internet160
Ch. 8Information Collection: Qualitative and Observational Methods186
Ch. 9Information from Respondents: Issues in Data Collection217
Ch. 10Information from Respondents: Survey Methods234
Ch. 11Attitude Measurement272
Ch. 12Designing the Questionnaire306
Ch. 13Experimentation337
Ch. 14Sampling Fundamentals372
Ch. 15Sample Size and Statistical Theory405
Pt. IIIData Analysis
Ch. 16Fundamentals of Data Analysis438
Ch. 17Hypothesis Testing: Basic Concepts and Tests of Associations461
Ch. 18Hypothesis Testing: Means and Proportions482
Pt. IVSpecial Topics in Data Analysis
Ch. 19Correlation Analysis and Regression Analysis523
Ch. 20Discriminant and Canonical Analysis559
Ch. 21Factor and Cluster Analysis582
Ch. 22Multidimensional Scaling and Conjoint Analysis615
Ch. 23Presenting the Results645
Pt. VApplications
Ch. 24Traditional Applications of Marketing Research: Product Price, Distribution, and Promotion664
Ch. 25Contemporary Applications of Marketing Research706
Ch. 26Emerging Applications of Marketing Research: Database Marketing and Relationship Marketing731
Appendix: Tables749
Glossary757
Index767

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