Marketing Research - David A. Aaker - 7ème édition - Librairie Eyrolles
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Marketing Research

Marketing Research

David A. Aaker

750 pages, parution le 01/07/2000 (7eme édition)

Résumé

This text takes a "macro-micro-macro" approach toward communicating the intricacies of marketing research and its usefulness to the marketing organization. In describing the marketing research process, a decision-oriented perspective has been adopted to help readers make better decisions. As with previous editions, the text provides thorough coverage of the most advanced and current marketing research methodologies, point out their limitations, as well their potential for enhancing research results.

Contents

THE NATURE AND SCOPE OF MARKETING RESEARCH.

  • A Decision-Making Perspective on Marketing Research.
  • Marketing Research in Practice.
  • The Marketing Research Process.
  • Research Design and Implementation.

DATA COLLECTION.

  • Secondary Sources of Marketing Data.
  • Standardized Sources of Marketing Data.
  • Marketing Research on the Internet.
  • Information Collection: Qualitative and Observational Methods.
  • Information from Respondents: Issues in Data Collection.
  • Information from Respondents: Survey Methods.
  • Attitude Measurement.
  • Designing the Questionnaire.
  • Experimentation.
  • Sampling Fundamentals.
  • Sample Size and Statistical Theory.

DATA ANALYSIS.

  • Fundamentals of Data Analysis.
  • Hypothesis Testing: Basic Concepts and Tests of Associations.
  • Hypothesis Testing: Means and Proportions.
  • 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.


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: Database Marketing; E-Commerce, and Relationship Marketing.
  • Appendices.
  • Glossary.
  • Index.

Caractéristiques techniques

  PAPIER
Éditeur(s) Wiley
Auteur(s) David A. Aaker
Parution 01/07/2000
Édition  7eme édition
Nb. de pages 750
Format 21 x 26
Couverture Relié
Poids 1589g
Intérieur Noir et Blanc
EAN13 9780471363408

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