Marketing research

By: Aaker, David AContributor(s): Kumar V | Day, George S | Leone, Robert PMaterial type: TextTextPublication details: New Delhi Wiley India Pvt. Ltd. 2011 Description: xvii, 701 pSubject(s): Marketing researchDDC classification: 658.83 Summary: Marketers now have the opportunity to invest in more data research and take advantage of social networking. The new eleventh edition shows them how to utilize these techniques to compliment traditional methods. The book focuses on international market research and incorporates new case studies to present the latest information in the field. Marketers will also be able to access the book's Web site for a list of readings, links to other key sites, sample datasets for analysis and practice questions after each chapter.
List(s) this item appears in: Marketing | Finance & Accounting
Tags from this library: No tags from this library for this title. Log in to add tags.
Star ratings
    Average rating: 0.0 (0 votes)
Holdings
Item type Current library Collection Call number Copy number Status Date due Barcode
Book Book Indian Institute of Management LRC
General Stacks
Marketing 658.83 AAK (Browse shelf(Opens below)) 1 Available 000104
Book Book Indian Institute of Management LRC
General Stacks
Marketing 658.83 AAK (Browse shelf(Opens below)) 2 Available 000105
Book Book Indian Institute of Management LRC
General Stacks
Marketing 658.83 AAK (Browse shelf(Opens below)) 3 Available 000106
Book Book Indian Institute of Management LRC
General Stacks
Marketing 658.83 AAK (Browse shelf(Opens below)) 4 Available 000107
Book Book Indian Institute of Management LRC
General Stacks
Marketing 658.83 AAK (Browse shelf(Opens below)) 5 Available 000108
Book Book Indian Institute of Management LRC
General Stacks
Marketing 658.83 AAK (Browse shelf(Opens below)) 6 Available 000109
Book Book Indian Institute of Management LRC
General Stacks
Marketing 658.83 AAK (Browse shelf(Opens below)) 7 Available 000110

Part I The Nature and Scope of Marketing Research

Chapter 1 A Decision-Making Perspective on Marketing Intelligence

Learning Objectives
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 Respondents Ethics and Rights
International Marketing Research
Summary
Questions and Problems
End Notes
Case 1-1: Preteen Market? The Right Place to Be In for Cell Phone Providers?
Case 1-2: Best Buy on a Segmentation Spree
Case 1-3: Ethical Dilemmas in Marketing Research


Chapter 2 Marketing Research in Practice

Learning Objectives
Information System, Decision Support Systems and Marketing Research
Marketing Decision Support Systems
Suppliers of Information
Criteria for Selecting External Suppliers
The International Marketing Research Industry
Career Opportunities in Marketing Research
Summary
Questions and Problems
End Notes
Appendix: Marketing Research Jobs


Chapter 3 The Marketing Research Process

Learning Objectives
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
End Notes
Appendix: The Value of Research Information Using Bayesian Decision Theory
Case 3-1: A Video cart Test for Best way Stores
Case 3-2: Sperry / MacLennan Architects and Planners
Case 3-3: Philip Morris Enters Turkey


Chapter 4 Research Design and Implementation

Learning Objectives
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
End Notes
Appendix: Errors in Research Design


Section A: Secondary and Exploratory Research

Chapter 5 Secondary Sources of Marketing

Data
Learning Objectives
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
End Notes
Case 5-1: Barkley Foods
Case 5-2: Dell in Latin America?
Case 5-3: Eddie Bauer: Strategize with Secondary Marketing Data


Chapter 6 Standardized Sources of Marketing Data

Learning Objectives
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
End Notes
Case 6-1: Promotion of Rocket Soups
Case 6-2: Kerry Gold Products, Ltd.
Case 6-3: Paradise Foods


Chapter 7 Marketing Research on the Internet

Learning Objectives
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
End Notes
Case 7-1: Caring Children Hospital


Chapter 8 Information Collection: Qualitative and Observational Methods

Learning Objectives
Need for Qualitative Research
Qualitative Research Methods
Observational Methods
Recent Applications of Qualitative and Observational Methods
Summary
Questions and Problems
End Notes
Appendix: Myths of Qualitative Research: It’s Conventional, But Is It Wisdom?
Case 8-1: Mountain Bell Telephone Company
Case 8-2: U.S. Department of Energy (A)
Case 8-3: Acura
Case 8-4: Exploratory Research on the Lleyton Hewitt National Visa Card
Case 8-5: Hamilton Beach Conducts Primary Research in Mexico and Europe
Mini-Project


Part II Data Collection

Case 4-1: Reynolds Tobaccos Slide-Box Cigarettes
Case 4-2: California Foods Corporation
Case for Part I
Case I-1: Clover Valley Dairy Company


Section B: Descriptive Research

Chapter 9 Information from Respondents: Issues in Data Collection

Learning Objectives
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
End Notes
Case 9-1: Essex Markets (A)
Case 9-2: More Ethical Dilemmas in Marketing Research


Chapter 10 Information from Respondents: Survey Methods

Learning Objectives
Collecting Data
Surveys in the International Context
Summary
Questions and Problems
End Notes
Case 10-1: Roland Development Corp.


Chapter 11 Attitude Measurement

Learning Objectives
What are 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
End Notes
Case 11-1: National Kitchens


Chapter 12 Designing the Questionnaire

Learning Objectives
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
End Notes
Case 12-1: Wine Horizons
Case 12-2: Smiths Clothing (A)
Case 12-3: Compact Lemon
Case 12-4: Project Data: An Urban Transportation Study


Section C: Causal Research

Chapter 13 Experimentation

Learning Objectives
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
End Notes
Case 13-1: Evaluating Experimental Designs
Case 13-2: Barrie Food Corporation


Section D: Sampling

Chapter 14 Sampling Fundamentals

Learning Objectives
Sample or Census
Sampling Process
Probability Sampling
Nonprobability Sampling
Shopping Center Sampling
Sampling in the International Context
Summary
Questions and Problems
End Notes
Case 14-1: Exercises in Sample Design
Case 14-2: Talbot Razor Products Company


Chapter 15 Sample Size and Statistical Theory

Learning Objectives
Determining the Sample Size: Ad Hoc Methods
Population Characteristics / Parameters


Part IV Special Topics in Data Analysis Sample Characteristics / Statistics

Sample Reliability
Interval Estimation
Sample Size Question
Proportions
Coefficient of Variation
Stratified Sampling
Multistage Design
Sequential Sampling
Summary
Questions and Problems
End Notes
Case for Part II
Case II-1: Currency Concepts International


Part III Data Analysis

Chapter 16 Fundamentals of Data Analysis

Learning Objectives
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
End Notes
Appendix


Chapter 17 Hypothesis Testing: Basic Concepts and Tests of Associations

Learning Objectives
The Logic of Hypothesis Testing
Steps in Hypothesis Testing
Basic Concepts of Hypothesis Testing
Cross-Tabulation and Chi-Square
Summary
Questions and Problems
End Notes
Case 17-1: Medical Systems Associates: Measuring Patient Satisfaction


Chapter 18 Hypothesis Testing: Means and Proportions

Learning Objectives
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
End Notes
Case 18-1: American Conservatory Theater
Case 18-2: Apple Appliance Stores
Cases for Part III
Case III-1: The Vancouver Symphony Orchestra
Case III-2: Popular Pizzas: Identifying Consumer Preferences


Chapter 19 Correlation Analysis and Regression Analysis

Learning Objectives
Correlation Analysis
Regression Analysis
Summary
Questions and Problems
End Notes
Case 19-1: The Seafood Grotto
Case 19-2: Ajax Advertising Agency
Case 19-3: Election Research, Inc.


Chapter 20 Discriminant, Factor and Cluster Analysis

Learning Objectives
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
End Notes
Case 20-1: Southwest Utility
Case 20-2: Store Image Study
Case 20-3: Behavioral Research


Chapter 21 Multidimensional Scaling and Conjoint Analysis

Learning Objectives
Multidimensional Scaling
Attribute-Based Approaches
Summary of MDS
Conjoint Analysis
Summary of Conjoint Analysis
Questions and Problems
End Notes
Case 21-1: Nesters Foods
Case 21-2: Pepsi-Cola
Case 21-3: The Electric Truck Case
Case 21-4: Fargo Instruments


Chapter 22 Presenting the Results

Learning Objectives
Guidelines for Successful Presentations
Written Report
Oral Presentation
Relationship with the Client
Summary
Questions and Problems
End Notes
Cases for Part IV
Case IV-1: Smiths Clothing (B)
Case IV-2: New food


Chapter 23 Marketing-Mix Measures

Learning Objectives
New-Product Research
Pricing Research
Distribution Research
Promotion Research
Total Quality Management
Information Requirements for Total Quality Management
Summary
Questions and Problems
End Notes
Case 23-1: Brown Microwave
Case 23-2: National Chemical Corporation
Case 23-3: U.S. Department of Energy (B)
Case 23-4: Hokey Pokey is Born in India


Chapter 24 Brand and Customer Metrics

Learning Objectives
Competitive Advantage
Brand Equity
Customer Satisfaction
Customer Satisfaction Measurement Process
Contemporary Applications of Marketing Intelligence
Maximizing Customer Profitability
Summary
Questions and Problems
End Notes


Part V Applications of Marketing Intelligence

Chapter 25 Database Marketing, E-Commerce, Relationship Marketing and Customer Intelligence

Learning Objectives
Database Marketing
E-Commerce
Mobile Marketing
Social Marketing
Experiential Marketing
Relationship Marketing
Recent Developments in Relationship Marketing
Word-of-Mouth Marketing
Customer Intelligence
Summary
Questions and Problems
End Notes


Appendix

End Notes for Appendix

Appendix: Tables

A-1. Standard Normal, Cumulative Probability in Right-Hand Tail for Positive Values of z; Areas are Formed by Symmetry

A-2. X2 Critical Points

A-3. F Critical Points

A-4. t Cut-off Points for the Students t-Distribution

A-5. Procedures for Conducting Univariate and Multivariate Analysis in SPSS

A-6. Output of Select Tables in SPSS

Glossary

Index

Marketers now have the opportunity to invest in more data research and take advantage of social networking. The new eleventh edition shows them how to utilize these techniques to compliment traditional methods. The book focuses on international market research and incorporates new case studies to present the latest information in the field. Marketers will also be able to access the book's Web site for a list of readings, links to other key sites, sample datasets for analysis and practice questions after each chapter.

There are no comments on this title.

to post a comment.

©2019-2020 Learning Resource Centre, Indian Institute of Management Bodhgaya

Powered by Koha