Marketing Research, 7th Edition

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

• ISBN13: 9780471363408
• ISBN10: 0471363405
• Edition: 7th
• Format: Hardcover
• Copyright: 2001-01-01
• Publisher: Wiley

Summary

This text takes a "macro-micro-macro" approach toward communicating the intricacies of marketing research and its usefulness to the marketing organization. The book begins with a macro-level treatment of what marketing research is, where it fits within an organization, and how it helps in managerial decision-making. The body of the text takes a micro-level approach, detailing each step of the marketing research process using a decision-oriented perspective. The authors wrap up with a macro-level treatment of the applications of marketing research. As with previous editions, the text provides thorough coverage of the most advanced and current marketing research methodologies, point out their limitations, as well their potential for enhancing research results.

Table of Contents

PART I The Nature and Scope of Marketing Research
A Decision-Making Perspective on Marketing Research	1	(21)
Marketing Research in Practice	22	(18)
The Marketing Research Process	40	(30)
Research Design and Implementation	70	(32)
PART II Data Collection
SECTION A Secondary and Exploratory Research
Secondary Sources of Marketing Data	102	(26)
Standardized Sources of Marketing Data	128	(28)
Marketing Research on the Internet	156	(25)
Information Collection: Qualitative and Observational Methods	181	(36)
SECTION B Descriptive Research
Information from Respondents: Issues in Data Collection	217	(16)
Information from Respondents: Survey Methods	233	(39)
Attitude Measurement	272	(31)
Designing the Questionnaire	303	(28)
SECTION C Causal Research
Experimentation	331	(32)
SECTION D Sampling
Sampling Fundamentals	363	(29)
Sample Size and Statistical Theory	392	(30)
PART III Data Analysis
Fundamentals of Data Analysis	422	(21)
Hypothesis Testing: Basic Concepts and Tests of Associations	443	(19)
Hypothesis Testing: Means and Proportions	462	(38)
PART IV Special Topics in Data Analysis
Correlation Analysis and Regression Analysis	500	(32)
Discriminant and Canonical Analysis	532	(21)
Factor and Cluster Analysis	553	(30)
Multidimensional Scaling and Conjoint Analysis	583	(27)
Presenting the Results	610	(17)
PART V Applications
Traditional Applications of Marketing Research: Product, Price, Distribution, and Promotion	627	(38)
Contemporary Applications of Marketing Research: Competitive Advantage, Brand Equity, Customer Satisfaction, and Total Quality Management	665	(24)
Emerging Applications of Marketing Research: Direct Marketing, Database Marketing; E-Commerce, and Relationship Marketing	689	(22)
Appendix 1: Tables	711	(22)
A-1. Standard Normal Probabilities	711	(1)
A-2. X2 Critical Points	712	(2)
A-3. F Critical Points	714	(3)
A-4. t Critical Points	717	(1)
A-5. Procedures for Conducting Univariate and Multivariate Analysis in SPSS	718	(4)
A-6. Output of Select Tables in SPSS	722	(11)
Glossary	733	(10)
Index	743