Relevant and recent examples and citations.
* In-depth coverage of e-commerce and database marketing.
* Cases and problems cover a wide range of products and organizations.
* Takes readers step by step through the entire marketing research process, describing the most advanced and current methodologies.
"synopsis" may belong to another edition of this title.
Make smart decisions based on expert marketing research and intelligence
Now in its Eighth Edition, Aaker, Kumar, and Day’s MARKETING RESEARCH shows 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, so you can make smart business decisions. The authors guide you step by step through the entire marketing research process, describing the most current methodologies.
Updated to reflect emerging trends, this Eighth Edition features a stronger emphasis on the important role of marketing intelligence, new cases and real-world examples, and new topics of interest and methods of practice in marketing research.Highlights
Available with SPSS® software
This Eight Edition can be packaged with SPSS® Student Version 11.0 (set ISBN: 0-471-45885-6).
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, 2003. Hardcover. Book Condition: New. *** Great condition *** clean copy *** no highlights *** International orders take 4-6 weeks though sometimes it is longer. *** Shipped promptly *** Great customer service *** Satisfaction guaranteed. Bookseller Inventory # mon0000025513
Book Description Wiley, 2003. 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.Chapter 2. Marketing Research in Practice.Chapter 3. The Marketing Research Process.Chapter 4. Research Design and Implementation.PART II: DATA COLLECTION.Section A: Secondary and Exploratory Research.Chapter 5. Secondary Sources of Marketing Data.Chapter 6. Standardized Sources of Marketing Data.Chapter 7. Marketing Research on the Internet.Chapter 8. Information Collection: Qualitative and Observational Methods.Section B: Description Research.Chapter 9. Information from Respondents: Issues in Data Collection.Chapter 10. Information from Respondents: Survey Methods.Chapter 11. Attitude Measurement.Chapter 12. Designing the Questionnaire.Section C: Causal Research.Chapter 13. Experimentation.Section D: Sampling.Chapter 14. Sampling Fundamentals.Chapter 15. Sample Size and Statistical Theory.PART III: DATA ANALYSIS.Chapter 16. Fundamentals of Data Analysis.Chapter 17. Hypothesis Testing: Basic Concepts and Tests of Associations.Chapter 18. Hypothesis Testing: Means and Proportions.PART IV: SPECIAL TOPICS IN DATA ANALYSIS.Chapter 19. Correlation Analysis and Regression Analysis.Chapter 20. Discriminant and Canonical Analysis.Chapter 21. Factor and Cluster Analysis.Chapter 22. Multidimensional Scaling and Conjoint Analysis.Chapter 23. Presenting the Results.PART V: APPLICATIONS.Chapter 24. Traditional Applications of Marketing Research: Product, Price, Distribution, and Promotion.Chapter 25. Contemporary Applications of Marketing Research: Competitive Advantage, Brand Equity, Customer Satisfaction, and Total Quality Management.Chapter 26. Emerging Applications of Marketing Research: Direct Marketing, Database Marketing; E-Commerce, and Relationship Marketing.Appendix: Tables.Glossary.Index. Bookseller Inventory # ABE_book_new_047123057X
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