Marketing Research / Edition 7

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2000 Hard cover 7th edition. New. No dust jacket as issued. Excellent as new condition, perfect mint. A brand new copy of the seventh edition at a bargin price. 768 p.; 1.32" x ... 10.37" x 8.36". *****PLEASE NOTE: This item is shipping from an authorized seller in Europe. In the event that a return is necessary, you will be able to return your item within the US. To learn more about our European sellers and policies see the BookQuest FAQ section***** Read more Show Less

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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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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: 9780471363408
  • Publisher: Wiley, John & Sons, Incorporated
  • Publication date: 7/1/2000
  • Edition description: Older Edition
  • Edition number: 7
  • Pages: 768
  • Product dimensions: 8.36 (w) x 10.37 (h) x 1.32 (d)

Meet the Author

David A. Aaker, University of California;
V. Kumar, University of Houston;
George S. Day, University of Pennsylvania
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Table of Contents

THE NATURE AND SCOPE OF MARKETING RESEARCH.

A Decision-Making Perspective on Marketing Research.

Marketing Research in Practice.

The Marketing Research Process.

Research Design and Implementation.

DATA COLLECTION.

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.

Attitude Measurement.

Designing the Questionnaire.

Experimentation.

Sampling Fundamentals.

Sample Size and Statistical Theory.

DATA ANALYSIS.

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.

APPLICATIONS.

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.

Appendices.

Glossary.

Index.

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