Marketing Research
12th Edition
Published on 5. September 2017
Book
Paperback/Softback
760 pages
978-1-118-97792-7 (ISBN)
Description
Marketing Research prepares marketing students to make data driven business decisions. With a focus on market intelligence, strategy, theory and application, the authors introduce the latest developments in the field of marketing research and discuss their impact on marketing research applications-all in a macro-micro-macro framework to help students understand the big picture
More details
Other editions
Previous edition
David A. Aaker | V. Kumar | Robert P. Leone
Marketing Research
Book
10/2012
11th Edition
Wiley
€346.14
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Content
PART I The Nature and Scope of Marketing Research
Chapter 1 A Decision-Making Perspective on
Marketing Intelligence 1
Chapter 2 Marketing Research in Practice 29
Chapter 3 The Marketing Research Process 45
Chapter 4 Research Design and Implementation 72
PART II Data Collection
SECTION A Secondary and Exploratory Research
Chapter 5 Secondary Sources of Marketing Data 102
Chapter 6 Standardized Sources of Marketing Data 126
Chapter 7 Marketing Research on the Internet 152
Chapter 8 Information Collection: Qualitative and Observational Methods 177
SECTION B Descriptive Research
Chapter 9 Information from Respondents: Issues in Data Collection 215
Chapter 10 Information from Respondents: Survey Methods 231
Chapter 11 Attitude Measurement 260
Chapter 12 Designing the Questionnaire 288
SECTION C Causal Research
Chapter 13 Experimentation 323
SECTION D Sampling
Chapter 14 Sampling Fundamentals 353
Chapter 15 Sample Size and Statistical Theory 380
PART III Data Analysis
Chapter 16 Fundamentals of Data Analysis 403
Chapter 17 Hypothesis Testing: Basic Concepts and Tests of Associations 422
Chapter 18 Hypothesis Testing: Means and Proportions 440
PART IV Special Topics in Data Analysis
Chapter 19 Correlation Analysis and Regression Analysis 476
Chapter 20 Discriminant, Factor, and Cluster Analysis 506
Chapter 21 Multidimensional Scaling and Conjoint Analysis 548
Chapter 22 Presenting the Results 573
PART V Applications of Marketing Intelligence
Chapter 23 Marketing-Mix Measures 591
Chapter 24 Brand and Customer Metrics 635
Chapter 25 New Age Strategies 655
Appendix: Tables 694
A-1. Standard Normal Probabilities 694
A-2. X2 Critical Points 695
A-3. F Critical Points 697
A-4. t Critical Points 702
A-5. Procedures for Conducting Univariate and Multivariate Analysis in SPSS 703
A-6. Output of Select Tables in SPSS 707
Glossary 718
Index 729
Chapter 1 A Decision-Making Perspective on
Marketing Intelligence 1
Chapter 2 Marketing Research in Practice 29
Chapter 3 The Marketing Research Process 45
Chapter 4 Research Design and Implementation 72
PART II Data Collection
SECTION A Secondary and Exploratory Research
Chapter 5 Secondary Sources of Marketing Data 102
Chapter 6 Standardized Sources of Marketing Data 126
Chapter 7 Marketing Research on the Internet 152
Chapter 8 Information Collection: Qualitative and Observational Methods 177
SECTION B Descriptive Research
Chapter 9 Information from Respondents: Issues in Data Collection 215
Chapter 10 Information from Respondents: Survey Methods 231
Chapter 11 Attitude Measurement 260
Chapter 12 Designing the Questionnaire 288
SECTION C Causal Research
Chapter 13 Experimentation 323
SECTION D Sampling
Chapter 14 Sampling Fundamentals 353
Chapter 15 Sample Size and Statistical Theory 380
PART III Data Analysis
Chapter 16 Fundamentals of Data Analysis 403
Chapter 17 Hypothesis Testing: Basic Concepts and Tests of Associations 422
Chapter 18 Hypothesis Testing: Means and Proportions 440
PART IV Special Topics in Data Analysis
Chapter 19 Correlation Analysis and Regression Analysis 476
Chapter 20 Discriminant, Factor, and Cluster Analysis 506
Chapter 21 Multidimensional Scaling and Conjoint Analysis 548
Chapter 22 Presenting the Results 573
PART V Applications of Marketing Intelligence
Chapter 23 Marketing-Mix Measures 591
Chapter 24 Brand and Customer Metrics 635
Chapter 25 New Age Strategies 655
Appendix: Tables 694
A-1. Standard Normal Probabilities 694
A-2. X2 Critical Points 695
A-3. F Critical Points 697
A-4. t Critical Points 702
A-5. Procedures for Conducting Univariate and Multivariate Analysis in SPSS 703
A-6. Output of Select Tables in SPSS 707
Glossary 718
Index 729