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Table of Content: 1-The Nature and Scope of Marketing Research
2-A Decision-Making Perspective on Marketing Intelligence
3-Marketing Research in Practice
4-The Marketing Research Process
5-Research Design and Implementation
6-Data Collection
7-Secondary and Exploratory Research
8-Secondary Sources of Marketing Data
9-Standardized Sources of Marketing Data
10-Marketing Research on the Internet
11-Information Collection
12-Descriptive Research
13-Information from Respondents
14-Information from Respondents
15-Attitude Measurement
16-Designing the Questionnaire
17-Causal Research
18-Experimentation
19-Sampling
20-Sampling Fundamentals
21-Sample Size and Statistical Theory
22-Data Analysis
23-Fundamentals of Data Analysis
24-Hypothesis Testing: Basic Concepts and Tests of
25-Associations
26-Hypothesis Testing: Means and Proportions
27-Special Topics in Data Analysis
28-Correlation Analysis and Regression Analysis
29-Discriminant and Canonical Analysis
30-Factor and Cluster Analysis
31-Multidimensional Scaling and Conjoint Analysis
32-Presenting the Results
33-Applications of Marketing Intelligence
34-Traditional Applications
35-Contemporary Applications
36-Emerging Applications
Product Details: Language: English
ISBN 10: 0470317256
ISBN 13: 978-0470317259
ISBN 13: 9780470317259
Author: David A.Aaker, V.Kumar, Robert Leone, George S.Day
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