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Marketing Research by Aaker, Kumar, and Day 8th Edition (Hardcover 2004)
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N.º de artículo de eBay:146517608933
Última actualización el 01 jul 2025 17:31:21 H.EspVer todas las actualizacionesVer todas las actualizaciones
Características del artículo
- Estado
- Product Type
- Textbook
- Educational Level
- College
- Country/Region of Manufacture
- United States
- ISBN
- 9780471230571
Acerca de este producto
Product Identifiers
Publisher
Wiley & Sons, Incorporated, John
ISBN-10
047123057X
ISBN-13
9780471230571
eBay Product ID (ePID)
3038282248
Product Key Features
Number of Pages
800 Pages
Publication Name
Marketing Research
Language
English
Publication Year
2003
Subject
Marketing / Research
Features
Revised
Type
Textbook
Subject Area
Business & Economics
Format
Hardcover
Dimensions
Item Height
1.4 in
Item Weight
56.6 Oz
Item Length
10.2 in
Item Width
8.2 in
Additional Product Features
Edition Number
8
Intended Audience
College Audience
LCCN
2003-057663
Dewey Edition
23
Illustrated
Yes
Dewey Decimal
658.8/3
Edition Description
Revised edition
Table Of Content
PART I: THE NATURE AND SCOPE OF MARKETING RESEARCH.Chapter 1. A Decision-Making Perspective on Marketing Intelligence.Chapter 2. Marketing Research in Practice.Chapter 3. The Marketing Research Process.Chapter 4. Research Design and Implementation.PART II: DATA COLLECTION.Section A: Secondary and Exploratory Research.Chapter 5. Secondary Sources of Marketing Data.Chapter 6. Standardized Sources of Marketing Data.Chapter 7. Marketing Research on the Internet.Chapter 8. Information Collection: Qualitative and Observational Methods.Section B: Description Research.Chapter 9. Information from Respondents: Issues in Data Collection.Chapter 10. Information from Respondents: Survey Methods.Chapter 11. Attitude Measurement.Chapter 12. Designing the Questionnaire.Section C: Causal Research.Chapter 13. Experimentation.Section D: Sampling.Chapter 14. Sampling Fundamentals.Chapter 15. Sample Size and Statistical Theory.PART III: DATA ANALYSIS.Chapter 16. Fundamentals of Data Analysis.Chapter 17. Hypothesis Testing: Basic Concepts and Tests of Associations.Chapter 18. Hypothesis Testing: Means and Proportions.PART IV: SPECIAL TOPICS IN DATA ANALYSIS.Chapter 19. Correlation Analysis and Regression Analysis.Chapter 20. Discriminant and Canonical Analysis.Chapter 21. Factor and Cluster Analysis.Chapter 22. Multidimensional Scaling and Conjoint Analysis.Chapter 23. Presenting the Results.PART V: APPLICATIONS.Chapter 24. Traditional Applications of Marketing Research: Product, Price, Distribution, and Promotion.Chapter 25. Contemporary Applications of Marketing Research: Competitive Advantage, Brand Equity, Customer Satisfaction, and Total Quality Management.Chapter 26. Emerging Applications of Marketing Research: Direct Marketing, Database Marketing; E-Commerce, and Relationship Marketing.Appendix: Tables.Glossary.Index.
Synopsis
Relevant and recent examples and citations. * In-depth coverage of e-commerce and database marketing. * Cases and problems cover a wide range of products and organizations. * Takes readers step by step through the entire marketing research process, describing the most advanced and current methodologies., Make smart decisions based on expert marketing research and intelligenceNow in its Eighth Edition, Aaker, Kumar, and Day's MARKETING RESEARCH shows when marketing research can and should be used, what research alternatives exist, how to recognize effective and ineffective research, and how to interpret and apply the results, so you can make smart business decisions. The authors guide you step by step through the entire marketing research process, describing the most current methodologies.Updated to reflect emerging trends, this Eighth Edition features a stronger emphasis on the important role of marketing intelligence, new cases and real-world examples, and new topics of interest and methods of practice in marketing research.Highlights Integrates technology in marketing research, providing you with clear guidance on how to use marketing analysis and information technology for decision making. Presents a broad picture of how business intelligence, marketing intelligence, and marketing research fit into the organization's need for sustaining competitive advantage. Emphasizes decision making in marketing research and marketing intelligence analysis. Addresses global concepts and issues in the execution of marketing research. Offers insights into contemporary and emerging applications of marketing research and marketing intelligence. Available with SPSSr software This Eight Edition can be packaged with SPSSr Student Version 11.0 (set ISBN: 0-471-45885-6).
LC Classification Number
HF5415.2.A14 2003
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