Essentials of Marketing Research

by Kumar, Vineet; Aaker, David A.; Day, George S.

• ISBN13: 9780471170686
• ISBN10: 0471170682
• Format: Hardcover
• Copyright: 1999-01-01
• Publisher: John Wiley & Sons Inc

Summary

Managers all over the world make decisions on product and service related issues on a regular basis. Defining, generating, managing and interpreting information becomes an integral part of every organization. Readers of this book are presented with an overview of the major steps in the marketing research process. The book starts by detailing the importance of marketing research and the role it plays in the organization and how it helps with managerial decision making. The book then takes a micro-level approach, detailing each step of the marketing research process. The applications of marketing research, such as brand equity, customer satisfaction, and relationship marketing as also covered.

Table of Contents

PART I THE NATURE AND SCOPE OF MARKETING RESEARCH	1	(108)
Chapter 1 A Decision-Making Perspective on Marketing Research	1	(25)
Chapter 2 Marketing Research in Practice	26	(22)
Chapter 3 The Marketing Research Process	48	(23)
Chapter 4 Research Design and Implementation	71	(38)
PART II DATA COLLECTION	109	(317)
Chapter 5 Secondary Sources of Marketing Data	109	(27)
Chapter 6 Standardized Sources of Marketing Data	136	(23)
Chapter 7 Marketing Research on the Internet	159	(37)
Chapter 8 Information Collection: Qualitative and Observational Methods	196	(33)
Chapter 9 Information from Respondents: Issues in Data Collection	229	(44)
Chapter 10 Attitude Measurement	273	(35)
Chapter 11 Designing the Questionnaire	308	(31)
Chapter 12 Experimentation	339	(28)
Chapter 13 Sampling Fundamentals	367	(59)
PART III DATA ANALYSIS	426	(103)
Chapter 14 Fundamentals of Data Analysis	426	(22)
Chapter 15 Hypothesis Testing: Basic Concepts and Tests of Associations	448	(20)
Chapter 16 Hypothesis Testing: Means and Proportions	468	(21)
Chapter 17 Correlation Analysis and Regression Analysis	489	(40)
PART IV APPLICATIONS	529	(66)
Chapter 18 Presenting the Results	529	(17)
Chapter 19 Applications of Marketing Research	546	(49)
APPENDIX: TABLES	595	(6)
Standard Normal Probabilities	595	(1)
X^2 Critical Points	596	(1)
F Critical Points	597	(2)
t Critical Points	599	(2)
GLOSSARY	601	(10)
INDEX	611