Marketing Research, 10th Edition

by David A. Aaker (University of California, Berkeley); V. Kumar (University of Houston); George S. Day (University of Pennsylvania, Wharton School); Robert Leone (Texas Christian University)

• ISBN13: 9780470317259
• ISBN10: 0470317256
• Edition: 10th
• Format: Hardcover
• Copyright: 2009-12-01
• Publisher: Wiley

Summary

The analytical and student-friendly style of the text communicates the essence of marketing research to future managers and future researchers in a lucid manner. Emphasizes the importance of marketing intelligence in the areas of marketing research and helps develop decision-making skills through the use of appropriate case-studies. The text has been made current by the addition of discussions on new topics of interest such as e-commerce, database marketing, relationship marketing and social networking. Beginning macro-level treatment of what marketing research is, where it fits within an organization, and how it helps in managerial decision making. Body of the text takes a micro-level and decision-oriented approach, detailing each and every step of the marketing research process. Ends with a macro-level treatment of the applications of marketing research. Topics discussed include traditional 4P research, customer satisfaction research, and emerging issues that continue to fascinate marketers like e-commerce, direct marketing, database marketing, and relationship marketing.

Table of Contents

The Nature and Scope of Marketing Research

A Decision-Making Perspective on Marketing Intelligence

Marketing Research in Practice

The Marketing Research Process

Research Design and Implementation

Data Collection

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

Descriptive Research

Information from Respondents: Issues in Data Collection

Information from Respondents: Survey Methods

Attitude Measurement

Designing the Questionnaire

Causal Research

Experimentation

Sampling

Sampling Fundamentals

Sample Size and Statistical Theory

Data Analysis

Fundamentals of Data Analysis

Hypothesis Testing: Basic Concepts and Tests of Associations

Hypothesis Testing: Means and Proportions

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

Applications of Marketing Intelligence

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, & Customer Intelligence

Appendices: Tables A1-A6

Glossary

Index

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