000			03991cam a2200361 i 4500
999			_c3045 _d3045
001			15956311
003			OSt
005			20180724113546.0
008			091022r20102001njua b 001 0 eng
020			_a9780470317259 (cloth : alk. paper)
020			_a0470317256 (cloth : alk. paper)
020			_a047123057X
020			_a9780471230571
035			_a(OCoLC)ocn401167211
040			_aDLC _cDLC _dYDX _dYDXCP _dDLC _erda
082	0	0	_a658.83 _222 _bA.D.M
245	0	0	_aMarketing research / _cDavid A. Aaker ... [et al.].
250			_aTenth edition
264		1	_aHoboken, NJ : _bJohn Wiley, _cc2010.
300			_axvii, 798 pages : _billustrations ; _c27 cm
336			_2rdacontent _atext
337			_2rdamedia _aunmediated
338			_2rdacarrier _avolume
504			_aIncludes bibliographical references and index.
505	8		_a PART I: The Nature and Scope of Marketing Research. Chapter 1 A Decision-Making Perspective on Marketing Intelligence. Chapter 2 Marketing Research in Practice. Chapter 3 The Marketing Research Process. Chapter 4 Research Design and Implementation. PART II: Data Collection. SECTION A: Secondary and Exploratory Research. Chapter 5 Secondary Sources of Marketing Data. Chapter 6 Standardized Sources of Marketing Data. Chapter 7 Marketing Research on the Internet. Chapter 8 Information Collection: Qualitative and Observational Methods. SECTION B: Descriptive Research. Chapter 9 Information from Respondents: Issues in Data Collection. Chapter 10 Information from Respondents: Survey Methods. Chapter 11 Attitude Measurement. Chapter 12 Designing the Questionnaire. SECTION C: Causal Research. Chapter 13 Experimentation. SECTION D: Sampling. Chapter 14 Sampling Fundamentals. Chapter 15 Sample Size and Statistical Theory. PART III: Data Analysis. Chapter 16 Fundamentals of Data Analysis. Chapter 17 Hypothesis Testing: Basic Concepts and Tests of Associations. Chapter 18 Hypothesis Testing: Means and Proportions. PART IV: Special Topics in Data Analysis. Chapter 19 Correlation Analysis and Regression Analysis. Chapter 20 Discriminant and Canonical Analysis. Chapter 21 Factor and Cluster Analysis. Chapter 22 Multidimensional Scaling and Conjoint Analysis. Chapter 23 Presenting the Results. PART V: Applications of Marketing Intelligence. Chapter 24 Traditional Applications: Product, Price, Distribution, and Promotion. Chapter 25 Contemporary Applications: Competitive Advantage, Brand Equity, Customer Satisfaction, and Total Quality Management. Chapter 26 Emerging Applications: Database Marketing, E-Commerce, Relationship Marketing, & Customer Intelligence. Appendices: Tables A1-A6. Glossary. Index.
520			_aMarketing Research offers the best approach toward communicating the intricacies of this field and its usefulness to the marketing organization. "Macro–micro–macro" in design, and fitting for students in the intermediate or advanced courses, this highly–regarded text focuses on market intelligence, strategy, theory, and application. The new tenth edition retains its coverage of the most advanced and current marketing research methodologies and points out their limitations, as well their potential for enhancing research results. It also brings to the forefront the relevance of marketing intelligence, the power of the Internet in marketing research applications, and much more.
520			_aOffers one the best approach toward communicating the intricacies of marketing research and its usefulness to the marketing organization. This text focuses on market intelligence, strategy, theory, and application. It shows the relevance of marketing intelligence, the power of the Internet in marketing research applications, and more
650		0	_aMarketing research. _912248
700	1		_aAaker, David A. _912249 _eauthor
906			_a7 _bcbc _corignew _d1 _eecip _f20 _gy-gencatlg
942			_2ddc _cBK