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Marketing Research
Verfasserangabe: David Aaker ; V. Kumar ; George S. Day
Jahr: 2004
Verlag: London [u.a.], Wiley
Mediengruppe: Buch
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 Vorbestellen Zweigstelle: 07., Urban-Loritz-Pl. 2a Standorte: GW.BAY FS.E Aaker / College 6x - Magazin: bitte wenden Sie sich an die Infotheke Status: Verfügbar Frist: Vorbestellungen: 0
This book contains relevant and recent examples and citations; in-depth coverage of e-commerce and database marketing; cases and problems cover a wide range of products and organizations; and takes readers step by step through the entire marketing research process, describing the most advanced and current methodologies.
PART I: THE NATURE AND SCOPE OF MARKETING RESEARCHChapter 1A Decision--Making Perspective on Marketing IntelligenceChapter 2Marketing Research in PracticeChapter 3The Marketing Research ProcessChapter 4Research Design and ImplementationPART II: DATA COLLECTIONSection A: Secondary and Exploratory ResearchChapter 5Secondary Sources of Marketing DataChapter 6Standardized Sources of Marketing DataChapter 7Marketing Research on the InternetChapter 8Information Collection: Qualitative and Observational MethodsSection B: Description ResearchChapter 9Information from Respondents: Issues in Data CollectionChapter 10Information from Respondents: Survey MethodsChapter 11Attitude MeasurementChapter 12Designing the QuestionnaireSection C: Causal ResearchChapter 13ExperimentationSection D: SamplingChapter 14Sampling FundamentalsChapter 15Sample Size and Statistical TheoryPART III: DATA ANALYSISChapter 16Fundamentals of Data AnalysisChapter 17Hypothesis Testing: Basic Concepts and Tests of AssociationsChapter 18Hypothesis Testing: Means and ProportionsPART IV: SPECIAL TOPICS IN DATA ANALYSISChapter 19Correlation Analysis and Regression AnalysisChapter 20Discriminant and Canonical AnalysisChapter 21Factor and Cluster AnalysisChapter 22Multidimensional Scaling and Conjoint AnalysisChapter 23Presenting the ResultsPART V: APPLICATIONSChapter 24Traditional Applications of Marketing Research: Product, Price, Distribution, and PromotionChapter 25Contemporary Applications of Marketing Research: Competitive Advantage, Brand Equity, Customer Satisfaction, and Total Quality ManagementChapter 26Emerging Applications of Marketing Research: Direct Marketing, Database Marketing; E--Commerce, and Relationship MarketingAppendix: TablesGlossaryIndex.
VerfasserInnenangabe: David Aaker ; V. Kumar ; George S. Day
Jahr: 2004
Verlag: London [u.a.], Wiley
Systematik: GW.BAY, FS.E
Interessenkreis: Sprache: Englisch
ISBN: 0-471-23057-X
Beschreibung: 8. ed., XVII, 774 S. : Ill., graph. Darst.
Mediengruppe: Buch