This text takes a "macro-micro-macro" approach toward communicating the intricacies of marketing research and its usefulness to the marketing organization. The book begins with a macro-level treatment of what marketing research is, where it fits within an organization, and how it helps in managerial decision-making. The body of the text takes a micro-level approach, detailing each step of the marketing research process using a decision-oriented perspective. The authors wrap up with a macro-level treatment of the applications of marketing research. As with previous editions, the text provides thorough coverage of the most advanced and current marketing research methodologies, point out their limitations, as well their potential for enhancing research results.
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What is bad marketing research? What are the research alternatives? How do you interpret and apply the results? These are just a few of the questions this classic text answers! The authors first show both practicing and future managers and researchers where marketing research fits into the organization and how it fuels decision-making. Then they detail each element of the process in a way that helps to develop sound decision-making skills. Finally, they spotlight how marketing research is effectively applied in today’s businesses. Throughout, clear and current examples, applications, and illustrations bring the material into sharp focus! This exciting new edition features:
David 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.
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Book Description Wiley, 2006. Book Condition: New. Brand New, Unread Copy in Perfect Condition. A+ Customer Service! Summary: PART I: THE NATURE AND SCOPE OF MARKETING RESEARCH. Chapter 1. A Decision-Making Perspective on Marketing Intelligence. Learning Objectives. An Overview of Business Intelligence. Introduction to Marketing Intelligence. Marketing Research. Role of Marketing Research in Managerial Decision Making. Factors That Influence Marketing Research Decisions. Use of Marketing Research. Ethics in Marketing Research. The Respondent's Ethics and Rights. International Marketing Research. Summary. Questions and Problems. End Notes. Case 1-1: Preteen Market-The Right Place to Be In for Cell Phone Providers? Case 1-2: Best Buy on a Segmentation Spree . Case 1-3: Ethical Dilemmas in Marketing Research. Chapter 2. Marketing Research in Practice. Learning Objectives. Information System, Decision Support Systems, and Marketing Research. Marketing Decision Support Systems. Suppliers of Information. Criteria for Selecting External Suppliers. The International Marketing Research Industry. Career Opportunities in Marketing Research. Summary. Questions and Problems. End Notes. Appendix: Marketing Research Jobs. Chapter 3. The Marketing Research Process. Learning Objectives. Overview of the Marketing Research Process. The Preliminary Stages of the Marketing Research Process. Planning a New HMO. The International Marketing Research Process. Summary. Questions and Problems. End Notes. Appendix: The Value of Research Information Using Bayesian Decision Theory. Case 3-1: A VideOcart Test for Bestway Stores. Case 3-2: Sperry/MacLennan Architects and Planners. Case 3-3: Philip Morris Enters Turkey . Chapter 4 Research Design and Implementation. Learning Objectives. Research Approach. Research Tactics and Implementation. Budgeting and Scheduling the Research Project. Research Proposal. Designing International Marketing Research. Issues in International Research Design. Summary. Questions and Problems. End Notes. Appendix: Errors in Research Design. Case 4-1: Reynolds Tobacco's Slide-BoxCigarettes. Case 4-2: California Foods Corporation. Case for Part I. Case I-1: Clover Valley Dairy Company. PART II: DATA COLLECTION. SECTION A: SECONDARY AND EXPLORATORY RESEARCH. Chapter 5. Secondary Sources of Marketing Data. Learning Objectives. Secondary Data. Uses of Secondary Data. Benefits of Secondary Data. Limitations of Secondary Data. Internal Sources of Secondary Data. External Sources of Secondary Data. Census Data. North American Industry Classification System. Appraising Secondary Sources. Applications of Secondary Data. Sources of Secondary Data for International Marketing Research. Problems Associated with Secondary Data in International Research. Applications of Secondary Data in International Research. Summary. Questions and Problems. End Notes. Case 5-1: Barkley Foods. Case 5-2: Dell in Latin America ? Case 5-3: Eddie Bauer: Strategize with Secondary Marketing Data. Chapter 6. Standardized Sources of Marketing Data. Learning Objectives. Retail Store Audits. Consumer Purchase Panels. Scanner Services and Single-Source Systems. Media-Related Standardized Sources. Applications of Standardized Sources of Data. Summary. Questions and Problems. End Notes. Case 6-1: Promotion of Rocket Soups. <. Bookseller Inventory # ABE_book_new_0470050764