Marketing Research

ISBN-13: 9781118977927 / Angielski / Miękka / 2016 / 760 str.

Aaker, David A.

Opis

"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 framework to help students understand the big picture.

Spis treści

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