Essentials of Marketing Research, 2nd Edition

by V. Kumar (Univ. of Houston); David A. Aaker (Univ. of California, Berkeley); George S. Day (Wharton School, Univ. of Pennsylvania)

• ISBN13: 9780471412359
• ISBN10: 047141235X
• Edition: 2nd
• Format: Hardcover
• Copyright: 2001-11-01
• Publisher: Wiley

Summary

Contains detailed discussions of the process, with numerous examples from the industry. * Coverage on international marketing research expands the readers' ability to deal with issues that are not encountered in the domestic country research. * Discussion on how to apply marketing research in various marketing applications is presented.

Table of Contents

PART I THE NATURE AND SCOPE OF MARKETING RESEARCH	1	(102)
A Decision-Marking Perspective on Marketing Research	3	(26)
Marketing Research in Practice	29	(18)
The Marketing Research Process	47	(20)
Research Design and Implementation	67	(36)
PART II DATA COLLECTION	103	(250)
Secondary and Standardized Sources of Marketing Data	105	(45)
Marketing Research on the Internet	150	(28)
Information Collection: Qualitative and Observational Methods	178	(31)
Information from Respondents: Issues in Data Collection	209	(38)
Attitude Measurement	247	(28)
Designing the Questionnaire	275	(24)
Sampling Fundamentals	299	(54)
PART III DATA ANALYSIS	353	(96)
Fundamentals of Data Analysis	355	(22)
Hypothesis Testing	377	(33)
Correlation Analysis and Regression Analysis	410	(39)
PART IV APPLICATIONS	449	(67)
Presenting the Results	451	(18)
Applications of Marketing Research	469	(47)
APPENDIX	516	(11)
Table A-1 Standard Normal Probabilities	516	(1)
Table A-2 χ2 Critical Points	517	(1)
Table A-3 F Critical Points	518	(2)
Table A-4 Cut-off Points for the Student's Distribution	520	(1)
A-5 Procedure for Conducting Univeriate and Multivariate Analysis in SPSS	521	(6)
Glossary	527	(12)
Index	539