Marketing Research

Name: Marketing Research
Price: 4.48 USD
Availability: InStock
ISBN: 9780470317259

ISBN-10: 0470317256

ISBN-13: 9780470317259

Edition: 10th 2010

Authors: David A. Aaker, George S. Day, V. Kumar, Robert Leone

List price: $188.99

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Description:

Marketers now have the opportunity to invest in more data research and take advantage of social networking. The new tenth edition will show them how to utilize these techniques to compliment traditional methods. New co-author Robert Leone adds his expertise on the role of marketing intelligence today. The book focuses on international market research and incorporates new case studies to present the latest information in the field. Marketers will also be able to access the book's Web site for a list of readings, links to other key sites, sample datasets for analysis, and practice questions after each chapter.

Book details

List price: $188.99
Edition: 10th
Copyright year: 2010
Publisher: John Wiley & Sons, Incorporated
Publication date: 12/4/2009
Binding: Hardcover
Pages: 816
Size: 8.35" wide x 10.18" long x 1.28" tall
Weight: 3.234
Language: English




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



Data Collection



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



Descriptive Research



Information from Respondents: Issues in Data Collection



Information from Respondents: Survey Methods



Attitude Measurement



Designing the Questionnaire



Causal Research



Experimentation



Sampling



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 of Marketing Intelligence



Traditional Applications: Product, Price, Distribution, and Promotion



Contemporary Applications: Competitive Advantage, Brand Equity, Customer Satisfaction, and Total Quality Management



Emerging Applications: Database Marketing, E-Commerce, Relationship Marketing, & Customer Intelligence


Appendices: Tables A1-A6


Glossary


Index