000			12414nam a22002177a 4500
005			20240207164539.0
008			190904b ||||| |||| 00| 0 eng d
082			_a658.83 _bAAK
100			_aAaker, David A. _915304
245			_aMarketing research
260			_aNew Delhi _bWiley India Pvt. Ltd. _c2011
300			_axvii, 701 p.
365			_aINR _b889.00
504			_aPart 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
520			_aMarketers 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.
650			_aMarketing research _913253
700			_aKumar V. _915305
700			_aDay, George S _915306
700			_aLeone, Robert P. _915307
942			_2ddc _cBK
999			_c342 _d342