Normal view MARC view ISBD view

Marketing research / David A. Aaker... [et al.]

Coauthor Aaker, David A., 1938-
Kumar, V.
Leone, Robert P.
Day, George S.
Edition 12th ed. Publication Hoboken : Wiley, cop. 2016 Description xxiii, 732 p. : il. ; 26 cm ISBN 9781119355274 Topical name Marketing - Pesquisa CDU 658.8.012.1
Tags from this library: No tags from this library for this title. Log in to add tags.
    average rating: 0.0 (0 votes)
Holdings
Item type Current location Call number Status Date due Barcode Item holds
Book Biblioteca Universidade Europeia (QBN)
658.8.012.1 AAK 9804 Available 9804
Total holds: 0

Table of contents

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

There are no comments for this item.

Log in to your account to post a comment.