Authors: David A. Aaker
ISBN-13: 9780470317259, ISBN-10: 0470317256
Format: Hardcover
Publisher: Wiley, John & Sons, Incorporated
Date Published: December 2009
Edition: 10th Edition
David Aaker is professor of Marketing, Emeritus at the Haas School of Business, University of California Berkeley. He is a leading expert on brand strategy and strategic marketing. He is the author of over seven books for both the practioner and the student of marketing.
Marketing 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.
This new edition of a textbook incorporates information on online marketing research related to the Internet. After a brief macro-level discussion of the overarching issues of marketing research and how it fits into organizations, the bulk of the text consists of micro-level approaches to such topics as data collection, descriptive research, data analysis, and applications. Annotation c. Book News, Inc., Portland, OR (booknews.com)
Pt. I | Nature and Scope of Marketing Research | |
Ch. 1 | A Decision-Making Perspective on Marketing Research | 1 |
Ch. 2 | Marketing Research in Practice | 22 |
Ch. 3 | The Marketing Research Process | 41 |
Ch. 4 | Research Design and Implementation | 71 |
Pt. II | Data Collection | |
Ch. 5 | Secondary Sources of Marketing Data | 105 |
Ch. 6 | Standardized Sources of Marketing Data | 132 |
Ch. 7 | Marketing Research on the Internet | 160 |
Ch. 8 | Information Collection: Qualitative and Observational Methods | 186 |
Ch. 9 | Information from Respondents: Issues in Data Collection | 217 |
Ch. 10 | Information from Respondents: Survey Methods | 234 |
Ch. 11 | Attitude Measurement | 272 |
Ch. 12 | Designing the Questionnaire | 306 |
Ch. 13 | Experimentation | 337 |
Ch. 14 | Sampling Fundamentals | 372 |
Ch. 15 | Sample Size and Statistical Theory | 405 |
Pt. III | Data Analysis | |
Ch. 16 | Fundamentals of Data Analysis | 438 |
Ch. 17 | Hypothesis Testing: Basic Concepts and Tests of Associations | 461 |
Ch. 18 | Hypothesis Testing: Means and Proportions | 482 |
Pt. IV | Special Topics in Data Analysis | |
Ch. 19 | Correlation Analysis and Regression Analysis | 523 |
Ch. 20 | Discriminant and Canonical Analysis | 559 |
Ch. 21 | Factor and Cluster Analysis | 582 |
Ch. 22 | Multidimensional Scaling and Conjoint Analysis | 615 |
Ch. 23 | Presenting the Results | 645 |
Pt. V | Applications | |
Ch. 24 | Traditional Applications of Marketing Research: Product Price, Distribution, and Promotion | 664 |
Ch. 25 | Contemporary Applications of Marketing Research | 706 |
Ch. 26 | Emerging Applications of Marketing Research: Database Marketing and Relationship Marketing | 731 |
Appendix: Tables | 749 | |
Glossary | 757 | |
Index | 767 |