Marketing research. /
Aaker, David A.
Marketing research. / David A. Aaker, V. Kumar, George S. Day. - 10th ed. - Hoboken, N.J. : Chichester : Wiley ; John Wiley [distributor], 2009. - 800 p.
Previous ed.: 2007. Includes index.
Includes bibliographical references and index.
1.A decision-making perspective on marketing intelligence -- 2.Marketing research in practice -- 3.The marketing research process -- 4.Research design and implementation -- 5.Secondary sources of marketing data -- 6.Standardized sources of marketing data -- 7.Marketing research on the Internet -- 8.Information collection: qualitative and observational methods - 9.Information from respondents: issues in data collection -- 10.Information from respondents: survey methods -- 11.Attitude measurement -- 12.Designing the questionnaire -- 13.Experimentation -- 14.Sampling fundamentals -- 16.Fundamentals of data analysis -- 17.Hypothesis testing: basic concepts and tests of associations -- 18.Hypothesis testing: means and proportions -- 19.Correlation analysis and regression analysis -- 20.Discriminant and canonical analysis -- 21.Factor and cluster analysis -- 22.Multidimensional caling and conjoint analysis -- 23.Presenting the results -- 24.Traditional applications: product, price, distribution, and promtion -- 25.Contemporary applications: competititve advantage, brand equity, customer satisfaction, and total quality management -- 26.Emerging applications: database marketing, e-commerce, mobile marketing, social marketing -- experiential marketing, relationship marketing and customer intelligence.
Highlighting the relevance of marketing intelligence and the power of the Internet in marketing research applications, this book focuses on recent trends in marketing intelligence and explains how various functions are linked to each other in a way that ensures efficient management of the customer-firm relationship.
9780470317259 (hbk.) : £84.50 9780470524619
Marketing research.
Business and Management.
Business & Management
Market research
HF5415.2 / .A14 2009
658.83 AAK
Marketing research. / David A. Aaker, V. Kumar, George S. Day. - 10th ed. - Hoboken, N.J. : Chichester : Wiley ; John Wiley [distributor], 2009. - 800 p.
Previous ed.: 2007. Includes index.
Includes bibliographical references and index.
1.A decision-making perspective on marketing intelligence -- 2.Marketing research in practice -- 3.The marketing research process -- 4.Research design and implementation -- 5.Secondary sources of marketing data -- 6.Standardized sources of marketing data -- 7.Marketing research on the Internet -- 8.Information collection: qualitative and observational methods - 9.Information from respondents: issues in data collection -- 10.Information from respondents: survey methods -- 11.Attitude measurement -- 12.Designing the questionnaire -- 13.Experimentation -- 14.Sampling fundamentals -- 16.Fundamentals of data analysis -- 17.Hypothesis testing: basic concepts and tests of associations -- 18.Hypothesis testing: means and proportions -- 19.Correlation analysis and regression analysis -- 20.Discriminant and canonical analysis -- 21.Factor and cluster analysis -- 22.Multidimensional caling and conjoint analysis -- 23.Presenting the results -- 24.Traditional applications: product, price, distribution, and promtion -- 25.Contemporary applications: competititve advantage, brand equity, customer satisfaction, and total quality management -- 26.Emerging applications: database marketing, e-commerce, mobile marketing, social marketing -- experiential marketing, relationship marketing and customer intelligence.
Highlighting the relevance of marketing intelligence and the power of the Internet in marketing research applications, this book focuses on recent trends in marketing intelligence and explains how various functions are linked to each other in a way that ensures efficient management of the customer-firm relationship.
9780470317259 (hbk.) : £84.50 9780470524619
Marketing research.
Business and Management.
Business & Management
Market research
HF5415.2 / .A14 2009
658.83 AAK