AuthorAaker, David A
TitleMarketing research / David A. Aaker, V. Kumar, George S. Day
Imprint Hoboken, N.J. : Wiley, 2007
Edition 9th ed
Descript xvii, 774 p. : ill

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

  1. Marketing research

LOCATIONCALL#STATUS
Sasin Library658.83 A111M 2007 CHECK SHELVES
Chula Business School Library658.83 A111M 2007 CHECK SHELVES