Marketing Research

ISBN-13: 9781119497585 / Angielski / Miękka / 2018 / 768 str.

V. Kumar;Robert P. Leone;David A. Aaker

Spis treści

Part I The Nature and Scope of Marketing Research1 A Decision-Making Perspective on Marketing Intelligence 12 Marketing Research in Practice 303 The Marketing Research Process 474 Research Design and Implementation 71Part II Data CollectionSection A: Secondary and Exploratory Research5 Secondary Sources of Marketing Data 986 Standardized Sources of Marketing Data 1237 Marketing Research on the Internet 1478 Information Collection: Qualitative and Observational Methods 173Section B: Descriptive Research9 Information from Respondents: Issues in Data Collection 20910 Information from Respondents: Survey Methods 22611 Attitude Measurement 25512 Designing the Questionnaire 284Section C: Causal Research13 Experimentation 313Section D: Sampling14 Sampling Fundamentals 34415 Sample Size and Statistical Theory 372Part III Data Analysis16 Fundamentals of Data Analysis 39617 Hypothesis Testing: Basic Concepts and Tests of Associations 41618 Hypothesis Testing: Means and Proportions 435Part IV Special Topics in Data Analysis19 Correlation Analysis and Regression Analysis 46120 Discriminant, Factor, and Cluster Analysis 49121 Multidimensional Scaling and Conjoint Analysis 53322 Presenting the Results 556Part V Applications of Marketing Intelligence23 Marketing-Mix Measures 57124 Brand and Customer Metrics 61325 New Age Strategies 635Appendix A 673Glossary 699Index 717

O autorze

David A. Aaker is professor of Marketing, Emeritus at the Haas School of Business, University of California Berkeley. He is a leading expert on brand strategy and strategic marketing. He is the author of over seven books for both the practioner and the student of marketing.