Marketing research. / David A. Aaker, V. Kumar, George S. Day. - 8th ed. 2010 African reprint - New York: Wiley, 2004. - xiv, 751 p. : ill. ;
Contents: 1. The nature and scope of marketing: A decision-making perspective on marketing research -- Marketing research in practice -- The marketing research process -- Research design and implementation -- 2. Data collection: A. Secondary and exploratory research: Secondary sources of marketing data -- Standardized sources of marketing data -- Marketing research on the internet -- Information collection: qualitative and observational methods -- B. Descriptive research: Information from respondents: issues in data collection -- Information from respondents: survey methods -- Attitude measurement -- Designing the questionnaire -- C. Casual research: Experimentation --D. Sampling: Sampling fundamentals -- Sample size and statistical theory -- 3. Data analysis: Fundamentals of data analysis -- Hypothesis testing: basic concepts and tests of associations -- Hypothesis testing: means and proportions -- 4. Special topics in data analysis: Correlation, analysis and regression analysis -- Discriminant and canonical analysis -- Factor and cluster analysis -- Multidimensional scaling and conjoint analysis -- Presenting the results -- 5. Applications: Traditional applications of marketing research: product price, distribution and promotion -- Contemporary applications of marketing research: competitive advantage, brand equity, customer satisfaction, and total quality management, -- Emerging applications of marketing research: direct marketing, database marketing, E-Commerce, and relationship marketing --
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Marketing. --Research
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