Marketing Research 12th Edition by David Aaker, Kumar, Robert Leone, George Day – Ebook PDF Instant Download/Delivery: 1119238722, 9781119238720
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ISBN 10: 1119238722
ISBN 13: 9781119238720
Author: David Aaker, Kumar, Robert Leone, George Day
Marketing Research, 12th Edition prepares marketing students to make data driven business decisions. With a focus on market intelligence, strategy, theory and application, the authors introduce the latest developments in the field of marketing research and discuss their impact on marketing research applications—all in a macro-micro-macro framework to help students understand the big picture.
Marketing Research 12th Table of contents:
1 A Decision-Making Perspective on Marketing Intelligence
An Overview of Business Intelligence
Introduction to Marketing Intelligence
Marketing Research
Role of Marketing Research in Managerial Decision-Making
Factors that Influence Marketing Research Decisions
Use of Marketing Research
Ethics in Marketing Research
The Respondent’s Ethics and Rights
International Marketing Research
Summary
Questions and Problems
2 Marketing Research in Practice
Information Systems, Decision Support Systems, and Marketing Research
Marketing Decision Support Systems
Suppliers of Information
Criteria for Selecting External Suppliers
Career Opportunities in Marketing Research
Summary
Questions and Problems
Appendix
3 The Marketing Research Process
Overview of the Marketing Research Process
The Preliminary Stages of the Marketing Research Process
Planning a New HMO
The International Marketing Research Process
Summary
Questions and Problems
4 Research Design and Implementation
Research Approach
Research Tactics and Implementation
Budgeting and Scheduling the Research Project
Research Proposal
Designing International Marketing Research
Issues in International Research Design
Summary
Questions and Problems
Appendix
Cases for Part I
5 Secondary Sources of Marketing Data
Secondary Data
Uses of Secondary Data
Benefits of Secondary Data
Limitations of Secondary Data
Internal Sources of Secondary Data
External Sources of Secondary Data
Census Data
North American Industry Classification System
Appraising Secondary Sources
Applications of Secondary Data
Sources of Secondary Data for International Marketing Research
Problems Associated with Secondary Data in International Research
Applications of Secondary Data in International Research
Summary
Questions and Problems
6 Standardized Sources of Marketing Data
Retail Store Audits
Consumer Purchase Panels
Scanner Services and Single-Source Systems
Media-Related Standardized Sources
Applications of Standardized Sources of Data
Summary
Questions and Problems
7 Marketing Research on the Internet1
Current Trends in Web Usage
WWW Information for Marketing Decisions
The Internet and Marketing Research Today
The Internet and Marketing Research Developments
Issues and Concerns
Summary
Questions and Problems
8 Information Collection: Qualitative and Observational Methods
Need for Qualitative Research
Qualitative Research Methods
Observational Methods
Recent Applications of Qualitative and Observational Methods
Summary
Questions and Problems
Appendix
9 Information from Respondents: Issues in Data Collection
Information from Surveys
Sources of Survey Error
Methods of Data Collection
Factors Affecting the Choice of a Survey Method
Ethical Issues in Data Collection
Summary
Questions and Problems
10 Information from Respondents: Survey Methods
Collecting Data
Surveys in the International Context
Summary
Questions and Problems
11 Attitude Measurement
Attitudes
The Concept of Measurement and Scaling
Types of Attitude Rating Scales
General Guidelines for Developing a Multiple-Item Scale
Interpreting Attitude Scales
Choosing an Attitudinal Scale
Accuracy of Attitude Measurements
Scales in Cross-National Research
Summary
Questions and Problems
12 Designing the Questionnaire
Planning What to Measure
Formatting the Question
Question Wording: A Problem of Communication
Sequence and Layout Decisions
Questionnaire Design for International Research
Summary
Questions and Problems
13 Experimentation
Descriptive versus Experimental Research
What Constitutes Causality?
Laboratory and Field Experiments
Threats to Experimental Validity
Issues in Experimental Research
Types of Experimental Designs
Guidelines for Conducting Experimental Research
Limitations of Experiments
Summary
Questions and Problems
14 Sampling Fundamentals
Sample or Census
Sampling Process
Probability Sampling
Nonprobability Sampling
Shopping Center Sampling
Sampling in the International Context
Summary
Questions and Problems
15 Sample Size and Statistical Theory
Determining the Sample Size: Ad Hoc Methods
Population Characteristics/Parameters
Sample Characteristics/Statistics
Sample Reliability
Interval Estimation
Sample Size Question
Proportions
Coefficient of Variation
Stratified Sampling
Multistage Design
Sequential Sampling
Summary
Questions and Problems
Cases for Part II Data Collection
Appendix A
16 Fundamentals of Data Analysis
Preparing the Data for Analysis
Strategy for Data Analysis
Cross-Tabulations
Factors Influencing the Choice of Statistical Technique
An Overview of Statistical Techniques
Summary
Questions and Problems
Appendix
17 Hypothesis Testing: Basic Concepts and Tests of Associations
The Logic of Hypothesis Testing
Steps in Hypothesis Testing
Basic Concepts of Hypothesis Testing
Cross‐Tabulation and Chi‐Square
Summary
Questions and Problems
18 Hypothesis Testing: Means and Proportions
Commonly Used Hypothesis Tests in Marketing Research
Relationship Between Confidence Interval and Hypothesis Testing
Analysis of Variance (ANOVA)
The Probability‐Values (p‐Values) Approach to Hypothesis Testing
Effect of Sample Size and Interpretation of Test Results
Summary
Questions and Problems
19 Correlation Analysis and Regression Analysis
Correlation Analysis
Regression Analysis
Summary
Questions and Problems
20 Discriminant, Factor, and Cluster Analysis
Discriminant Analysis
Multiple Discriminant Analysis
Summary of Discriminant Analysis
Factor and Cluster Analysis
Factor Analysis
Summary of Factor Analysis
Cluster Analysis
Summary of Cluster Analysis
Questions and Problems
21 Multidimensional Scaling and Conjoint Analysis
Multidimensional Scaling
Attribute‐Based Approaches
Summary of MDS
Conjoint Analysis
Summary of Conjoint Analysis
Questions and Problems
22 Presenting the Results
Guidelines for Successful Presentations
Written Report
Oral Presentation
Relationship with the Client
Summary
Questions and Problems
23 Marketing-Mix Measures
New-Product Research
Pricing Research
Distribution Research
Promotion Research
Total Quality Management
Summary
Questions and Problems
24 Brand and Customer Metrics
Competitive Advantage
Assessing Competitive Advantage
Customer Satisfaction
Contemporary Applications of Marketing Intelligence
Summary
Questions and Problems
25 New Age Strategies
Database Marketing
Relationship Marketing
E‐Commerce
Mobile Marketing
Social Marketing
Experiential Marketing
Word‐of‐Mouth Marketing
Internet of Things
Bots and Artificial Intelligence
Blockchain
Summary
Questions and Problems
Appendix A
A‐1 Standard Normal, Cumulative Probability in Right‐Hand Tail for Positive Values of z; Areas are Formed by Symmetry
A‐2 χ Critical Points
A‐3 F Critical Points
A‐4 Cut‐Off Points for the Student’s t‐Distribution
A‐5 Procedures for Conducting Univariate and Multivariate Analysis in SPSS
A‐6 Output of Select Tables in SPSS
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