Marketing Research / Edition 6by David A. Aaker, V. Kumar, George S. Day
Pub. Date: 11/28/1997
The book is designed to help both managers and researchers understand and appreciate marketing research, when it can and should be used, what research alternatives exist, how to recognize effective and ineffective research, and how to interpret and apply the results. It includes thorough coverage of the most advanced and current marketing research methodologies, pointing out their limitations as well as their potential for enhancing research results.
- Publication date:
- Edition description:
- Older Edition
- Product dimensions:
- 8.23(w) x 10.24(h) x 1.43(d)
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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