000			02145nam a22002297a 4500
003			OSt
005			20211118155635.0
008			120517t xxu||||| |||| 00| 0 eng d
020			_a 9788126508068
040			_cLC
050			_aHF5415.2.A14
100			_qAaker, David
245			_aMarketing research. / _cDavid A. Aaker, V. Kumar, George S. Day.
250			_a8th ed. _b2010 African reprint
260			_aNew York: _bWiley, _c2004.
300			_axiv, 751 p. : _bill. ;
505			_aContents: 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 --
650			_2Marketing research. _bMarketing. _xResearch
700			_qKumar, V.
700			_qDay, George S.
942			_2lcc _cBK
999			_c8037 _d15537