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