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Marketing Research David A. Aaker

Marketing Research By David A. Aaker

Marketing Research by David A. Aaker

Condition - Very Good
Only 4 left


This work takes a "macro-micro-macro" approach towards communicating the intricacies of marketing research and its usefulness to the marketing organization.

Marketing Research Summary

Marketing Research: Student Edition by David A. Aaker

Transform a world of marketing data into strategic advantage In a world exploding with marketing data, there's one text that keeps pace with the latest tools, applications, and developments in marketing research. Now in its Seventh Edition, Aaker, Kumar, and Day's Marketing Research shows future managers and researchers 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. The authors take readers step by step through the entire marketing research process, describing the most advanced and current methodologies. Reflecting emerging trends and changes in the marketplace, this new edition has been completely revised, updated, and enhanced. New features include: Relevant and recent examples and citations Expanded coverage of e-commerce and database marketing New cases and problems, covering a wide range of products and organizations Marketing Research in Business sections in each chapter that focus on the real-world applications of marketing research Firm-specific and data-specific URLs connecting to the most recent information New coverage of the use of SPSS(r) in illustrating the data analysis Now available with SPSS(r) software. This Seventh Edition can be packaged with SPSS(r) Student Version 9.0 (Set ISBN: 0-471-39564-1).

About David A. Aaker

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

Table of Contents

THE NATURE AND SCOPE OF MARKETING RESEARCH. A Decision--Making Perspective on Marketing Research. Marketing Research in Practice. The Marketing Research Process. Research Design and Implementation. DATA COLLECTION. Secondary Sources of Marketing Data. Standardized Sources of Marketing Data. Marketing Research on the Internet. Information Collection: Qualitative and Observational Methods. Information from Respondents: Issues in Data Collection. Information from Respondents: Survey Methods. Attitude Measurement. Designing the Questionnaire. Experimentation. 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. 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: Database Marketing; E--Commerce, and Relationship Marketing. Appendices. Glossary. Index.

Additional information

Marketing Research: Student Edition by David A. Aaker
Used - Very Good
John Wiley and Sons Ltd
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us

Customer Reviews - Marketing Research