Essentials of Marketing Research

Vineet Kumar, David A. Aaker, Georges S. Day

554 pages, parution le 07/12/2001 (2^eme édition)

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Résumé

Essentials of Marketing Research 2/e clearly focuses on how a company can gather Marketing Intelligence- and the importance of Marketing Intelligence in strategic marketing decision-making. Based on the best-selling Marketing Research, by Aaker/Kumar/Day, this briefer text is a more concise, less quantitative, more applications-oriented approach. The marketing research industry is discussed, with a brief treatment of both suppliers and users. The authors adopt a decision-oriented perspective in describing the marketing research process. In this edition, the text addresses in considerable depth the usefulness of the Internet in helping make Marketing Intelligence decisions.

Contents

PART I - THE NATURE AND SCOPE OF MARKETING RESEARCH
Chapter 1 A Decision-Making Perspective on Marketing Research
Chapter 2 Marketing Research in Practice
Chapter 3 The Marketing Research Process
Chapter 4 Research Design and Implementation
PART II - DATA COLLECTION
Chapter 5 Secondary and Standardized Sources of Marketing Data
Chapter 6 Marketing Research on the Internet
Chapter 7 Information Collection: Qualitative and Observational Methods
Chapter 8 Information from Respondents: Issues in Data Collection
Chapter 9 Attitude Measurement
Chapter 10 Designing the Questionnaire
Chapter 11 Sampling Fundamentals
PART III - DATA ANALYSIS
Chapter 12 Fundamentals of Data Analysis
Chapter 13 Hypothesis Testing
Chapter 14 Correlation Analysis and Regression Analysis
PART IV - APPLICATIONS
Chapter 15 Presenting the Results
Chapter 16 Applications of Marketing Research
APPENDIX:

TABLES
- Standard Normal Probabilities
- X2 Critical Points
- F Critical Points
- t Critical Points
Procedure for Conducting Univariate and Multivariate Analysis in SPSS

GLOSSARY
INDEX

L'auteur - Georges S. Day

GEORGE S. DAY, PhD, is a marketing professor at The Wharton School. He is widely recognized as the father of market-driven strategy.

Caractéristiques techniques

	PAPIER
Éditeur(s)	Wiley
Auteur(s)	Vineet Kumar, David A. Aaker, Georges S. Day
Parution	07/12/2001
Édition	2^eme édition
Nb. de pages	554
Format	21 x 26
Couverture	Relié
Poids	1300g
Intérieur	Noir et Blanc
EAN13	9780471412359

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Essentials of Marketing Research

Résumé

L'auteur - Georges S. Day

Caractéristiques techniques

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