Marketing Research

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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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.
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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: 8.00" wide x 10.00" long x 1.25" 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
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
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