| Description |
xvii, 774 pages : illustrations ; 26 cm |
| Contents |
Machine derived contents note: Part I: The Nature And Scope Of Marketing Research. -- A Decision-Making Perspective on Marketing Intelligence. -- Marketing Research in Practice. -- The Marketing Research Process. -- Research Design and Implementation. -- Part Ii: Data Collection. -- Section A: Secondary and Exploratory Research. -- Secondary Sources of Marketing Data. -- Standardized Sources of Marketing Data. -- Marketing Research on the Internet. -- Information Collection: Qualitative and Observational Methods. -- Section B: Description Research. -- Information from Respondents: Issues in Data Collection. -- Information from Respondents: Survey Methods. -- Attitude Measurement. -- Designing the Questionnaire. -- Section C: Causal Research. -- Experimentation. -- Section D: Sampling. -- Sampling Fundamentals. -- Sample Size and Statistical Theory. -- Part Iii: Data Analysis. -- Fundamentals of Data Analysis. -- Hypothesis Testing: Basic Concepts and Tests of Associations. -- Hypothesis Testing: Means and Proportions. -- Part Iv: 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. -- Part V: 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: Direct Marketing, Database Marketing; E-Commerce, and Relationship Marketing. -- Appendix 1: Standard Normal Probabilities. -- Appendix 2: 2 Critical Points. -- Appendix 3: F Critical Points. -- Appendix 4: t Critical Points. -- Appendix 5: Procedures for Conducting Univariate and Multivariate Analysis in SPSS, 718. -- Appendix 6: Output of Select Tables in SPSS. -- Glossary. -- Index |
| Summary |
"Now in its Eighth Edition, Aaker, Kumar, and Day's Marketing Research shows 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, so you can make smart business decisions. The authors guide you step by step through the entire marketing research process, describing the most current methodologies. Updated to reflect emerging trends, this Eighth Edition features a stronger emphasis on the important role of marketing intelligence, new cases and real-world examples, and new topics of interest and methods of practice in marketing research."--BOOK JACKET |
| Notes |
Previous ed.: 2000 |
| Bibliography |
Includes bibliographical references and index |
| Subject |
Marketing research.
|
| Author |
Day, George S.
|
|
Kumar, V., 1957-
|
| LC no. |
2003057663 |
| ISBN |
047123057X cloth |
|
0471451681 |
|
