Author | Aaker, David A |
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Title | Marketing research / David A. Aaker, V. Kumar, George S. Day |
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Imprint |
Hoboken, N.J. : Wiley, 2007 |
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Edition |
9th ed |
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Descript |
xvii, 774 p. : ill |
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CONTENT
A decision-making perspective on marketing intelligence -- Marketing research in practice -- The marketing research process -- Research design and implementation -- Secondary sources of marketing data -- Standardized sources of marketing data -- Marketing research on the Internet -- Information collection: qualitative and observational methods -- Information from respondents: issues in data collection -- Information from respondents: survey methods -- Attitude measurement -- Designing the questionnaire -- Experimentation -- Sampling fundamentals -- Sample size and statistical theory -- Fundamentals of data analysis -- Hypothesis testing: basic concepts and tests of associations -- Hypothesis testing: means and proportions -- Correlation analysis and regression analysis -- Discriminant and canonical analysis -- Factor and cluster analysis -- Multidimensional scaling and conjoint analysis -- Presenting the results -- Traditional applications: product, price, distribution, and promotion -- Contemporary applications: competitive advantage, brand equity, customer satisfaction, and total quality management -- Emerging applications: database marketing, e-commerce, relationship marketing and customer intelligence
SUBJECT
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Marketing research
LOCATION | CALL# | STATUS |
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Sasin Library | 658.83 A111M 2007 |
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Chula Business School Library | 658.83 A111M 2007 |
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