Aaker, David creator Kumar, V. Day, George S. text xxu New York Wiley 2004 8th ed. monographic eng

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xiv, 751 p. : ill. ; Contents: 1. The nature and scope of marketing: A decision-making perspective on marketing research -- Marketing research in practice -- The marketing research process -- Research design and implementation -- 2. Data collection: A. Secondary and exploratory research: Secondary sources of marketing data -- Standardized sources of marketing data -- Marketing research on the internet -- Information collection: qualitative and observational methods -- B. Descriptive research: Information from respondents: issues in data collection -- Information from respondents: survey methods -- Attitude measurement -- Designing the questionnaire -- C. Casual research: Experimentation --D. Sampling: Sampling fundamentals -- Sample size and statistical theory -- 3. Data analysis: Fundamentals of data analysis -- Hypothesis testing: basic concepts and tests of associations -- Hypothesis testing: means and proportions -- 4. Special topics in data analysis: Correlation, analysis and regression analysis -- Discriminant and canonical analysis -- Factor and cluster analysis -- Multidimensional scaling and conjoint analysis -- Presenting the results -- 5. Applications: Traditional applications of marketing research: product price, distribution and promotion -- Contemporary applications of marketing research: competitive advantage, brand equity, customer satisfaction, and total quality management, -- Emerging applications of marketing research: direct marketing, database marketing, E-Commerce, and relationship marketing -- David A. Aaker, V. Kumar, George S. Day. Marketing Research HF5415.2.A14 9788126508068 120517 20211118155635.0