Aaker, David A Primary Author Day, George S. Additional Author Kumar, V Additional Author mixed material bibliography New York John Wiley & Sons 2001 en English

Printed Material

xvi, 751 p. : exh., gloss., index ; 26 cm. 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 TABLE OF CONTENTS Part. I Nature and Scope of Marketing Research Ch. 1 A Decision-Making Perspective on Marketing Research Ch. 2 Marketing Research in Practice Ch. 3 The Marketing Research Process Ch. 4 Research Design and Implementation Part. II Data Collection Ch. 5 Secondary Sources of Marketing Data Ch. 6 Standardized Sources of Marketing Data Ch. 7 Marketing Research on the Internet Ch. 8 Information Collection: Qualitative and Observational Methods Ch. 9 Information from Respondents: Issues in Data Collection Ch. 10 Information from Respondents: Survey Methods Ch. 11 Attitude Measurement Ch. 12 Designing the Questionnaire Ch. 13 Experimentation Ch. 14 Sampling Fundamentals Ch. 15 Sample Size and Statistical Theory Part. III Data Analysis Ch. 16 Fundamentals of Data Analysis Ch. 17 Hypothesis Testing: Basic Concepts and Tests of Associations Ch. 18 Hypothesis Testing: Means and Proportions Part. IV Special Topics in Data Analysis Ch. 19 Correlation Analysis and Regression Analysis Ch. 20 Discriminant and Canonical Analysis Ch. 21 Factor and Cluster Analysis Ch. 22 Multidimensional Scaling and Conjoint Analysis Ch. 23 Presenting the Results Part. V Applications Ch. 24 Traditional Applications of Marketing Research: Product Price, Distribution, and Promotion Ch. 25 Contemporary Applications of Marketing Research Ch. 26 Emerging Applications of Marketing Research: Database Marketing and Relationship Marketing Appendix: Tables Glossary Index Case Studies Decision Making Marketing Management Marketing research Data analysis Internet textbookwm textbookmmem textbooksmb BD 79 0471363405 Perpustakaan - Sekolah Tinggi Manajemen PPM Pusat Informasi Manajemen BD 79 Aak 30787 General (General) BD 79 Aak 15630 2001-08-10 00:00:00 2022-01-10 08:39:12 machine generated