ISBN-10:
0471552542
ISBN-13:
9780471552543
Pub. Date:
02/01/1995
Publisher:
Wiley
Marketing Research / Edition 5

Marketing Research / Edition 5

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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)

About the Author

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

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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