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Table of Content: Part I The Nature and Scope of Marketing Research
1 A Decision-Making Perspective on Marketing Intelligence
2 Marketing Research in Practice
3 The Marketing Research Process
4 Research Design and Implementation
Part II Data Collection
Section A: Secondary and Exploratory Research
5 Secondary Sources of Marketing Data
6 Standardized Sources of Marketing Data
7 Marketing Research on the Internet
8 Information Collection: Qualitative and Observational Methods
Section B: Descriptive Research
9 Information from Respondents:Issues in Data Collection
10 Information from Respondents:Survey Methods
11 Attitude Measurement
12 Designing the Questionnaire
Section C: Causal Research
13 Experimentation
Section D: Sampling
14 Sampling Fundamentals
15 Sample Size and Statistical Theory
Part III Data Analysis
16 Fundamentals of Data Analysis
17 Hypothesis Testing: Basic Concepts and Tests of Associations
18 Hypothesis Testing: Means and Proportions
Part IV Special Topics in Data Analysis
19 Correlation Analysis and Regression Analysis
20 Discriminant, Factor, and Cluster Analysis
21 Multidimensional Scaling and Conjoint Analysis
22 Presenting the Results
Part V Applications of Marketing Intelligence
23 Marketing-Mix Measures
24 Brand and Customer Metrics
25 New Age Strategies
Product Details: Language: English
ISBN-10: 1119355273
ISBN-13: 978-1119355274
ISBN-13: 9781119355274
Author: David A. Aaker, V. Kumar, Robert P. Leone, George S. Day
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