Marketing research:
Gespeichert in:
| Hauptverfasser: | , , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
New York, NY u.a.
Wiley
1995
|
| Ausgabe: | 5. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XVI, 783 S. graph. Darst. |
| ISBN: | 0471552542 |
Internformat
MARC
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| 245 | 1 | 0 | |a Marketing research |c David A. Aaker ; V. Kumar ; George S. Day |
| 250 | |a 5. ed. | ||
| 264 | 1 | |a New York, NY u.a. |b Wiley |c 1995 | |
| 300 | |a XVI, 783 S. |b graph. Darst. | ||
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Datensatz im Suchindex
| _version_ | 1804124630671163392 |
|---|---|
| adam_text | CONTENTS
PART I THE NATURE ANI
RESEARCH, 1
Chapter 1 A Decision Making Perspective
On Marketing Research, 2
Learning Objectives, 2
Introduction, 2
General Motors, 2 American Express Focuses on
Relationships—Not Products, 3 Store Specific
Marketing, 3
Role of Marketing Research in Managerial Decision
Making, 4
Situation Analysis, 5 Strategy Development, 7
Marketing Program Development, 8
Implementation, 11
Factors That Influence Marketing Research
Decisions, 11
Relevance, 12 Type and Nature of Information
Sought, 12 Timing, 12 Availability of
Resources, 12 Cost Benefit Analysis, 13
Use of Marketing Research, 23
Does Marketing Research Guarantee Success?, 13
Ethics in Marketing Research, 14
The Sponsor s Ethics, 14 The Supplier s Ethics, 16
Abuse of Respondents, 16
The Respondent s Ethics and Rights, 16
International Marketing Research, 17
Summary, 18
Questions and Problems, 19
Case 1 1: Ethical Dilemmas in Marketing
Research, 20
End Notes, 21
Chapter 2 Marketing Research in Practice, 22
Learning Objectives, 22
Information Systems, Decision Support Systems,
and Marketing Research, 23
Databases, 23 Decision Support Systems, 24
J SCOPE OF MARKETING
Applying Information Systems to Marketing
Research, 25
Marketing Decision Support Systems, 25
Characteristics of an MDSS, 27 Database, 27
Reports and Displays, 28 Analysis
Capabilities, 28 Models, 28 Gaining Insights
from an MDSS, 28
Suppliers of Information, 30
Corporate/In house Marketing Research, 32
External Suppliers of the Research Industry, 33
Type and Nature of Services, 35
Criteria for Selecting External Suppliers, 36
The International Marketing Research Industry, 37
Career Opportunities in Marketing Research, 37
Summary, 38
Questions and Problems, 38
End Notes, 39
Appendix: Careers in Marketing Research, 40
Chapter 3 The Marketing Research
Process, 42
Learning Objectives, 42
Overview of the Marketing Research Process, 42
The Preliminary Stages of the Marketing Research
Process, 43
Step 1—Research Purpose, 43 Step 2—Research
Objective, 49 Step 3—Estimating the Value of
Information, 54
Planning a New HMO, 55
The International Marketing Research
Process, 59
Framing Research Questions in an International
Environment, 59
Summary, 60
Questions and Problems, 61
End Notes, 63
Appendix: The Value of Research Information
Using Bayesian Decision Theory, 64
Case 3 1: A VideOcart Test for Bestway Stores, 66
Case 3 2: Sperry/MacLennan Architects and
Planners, 67
Chapter 4 Research Design and
Implementation, 71
Learning Objectives, 71
Research Approach, 73
Types of Research, 73 Detective Funnel, 76
Data Collection Methods, 77 Choosing a Research
Approach for the HMO Study, 78
Research Tactics and Implementation, 79
Measurement, 79 Sampling Plan, 80
Anticipating the Analysis, 80 Analysis of Value
Versus Cost and Time Involved, 80
Errors in Research Design, 81
Sampling Error, 81 Nonsampling Error, 81
PART II DATA COLLECTK
S ECTION A Secondary and Exp
Chapter 5 Secondary Sources of
Marketing Data, 324
Learning Objectives, 224
Secondary Data, 225
Uses of Secondary Data, 225
Benefits of Secondary Data, 226
Limitations of Secondary Data, 226
Internal Sources of Secondary Data, 227
Internal Records, 117
External Sources of Secondary Data, 229
Published Data Sources, 119 Computer Retrievable
Databases, 122 Accessing Computer Retrievable
Databases, 124 Advantages of Computer Retrievable
Methods, 125 Limitations of Computer Retrievable
Methods, 125
Census Data, 226
Understanding the Census, 127
Standard Industrial Classification System, 228
Appraising Secondary Sources, 229
Applications of Secondary Data, 232
Demand Estimation, 131 Monitoring the
Environment, 133 Segmentation and
Budgeting and Scheduling the Research Project, 83
Research Proposal, 85
Basic Contents of a Proposal, 86
Designing International Marketing Research, 86
Issues in International Research Design, 88
Determining Information Requirements, 88 Unit of
Analysis, 90 Construct, Measurement, and Sample
Equivalence, 90
Summary, 91
Questions and Problems, 91
End Notes, 92
Case 4 1: Reynold s Tobacco s Slide Box
Cigarettes, 93
Case 4 2: California Foods Corporation, 97
Cases for Part I, 101
Case 1 1: Clover Valley Dairy Company, 202
Case 1 2: Southwestern Conquistador Beer, 103
)N, 113
•LORATORY RESEARCH, 114
Targeting, 133 Developing a Business Intelligence
System, 134
Sources of Secondary Data for International
Marketing Research, 134
Problems Associated with Secondary Data in
International Research, 235
Data Accuracy, 135 Comparability of Data, 135
Applications of Secondary Data in International
Research, 235
Summary, 237
Questions and Problems, 237
End Notes, 138
Case 5 1: Barkley Foods, 239
Chapter 6 Standardized Sources of
Marketing Data, 141
Learning Objectives, 142
Retail Store Audits, 242
Nielsen Retail Index, 143 Audits and Surveys:
National Total Market Audit, 144
Consumer Purchase Panels, 144
Advantages of Panels, 145 Limitations of
Consumer Panels, 147
Scanner Services and Single Source
Systems, 148
Scanner Based Audit Services, 148 Single
Source Systems, 151
Media Related Standardized Sources, 155
Nielsen Television Index (NTI), 155 Arbitron
Diary Panel, 156 Starch Scores, 156
Multimedia Services, 156
Applications of Standardized Sources of
Data, 157
Measuring Produce Sales and Market
Share, 157 Measuring Advertisement Exposure
and Effectiveness, 157 Measuring Promotion
Effectiveness, 158 Estimation and Evaluation of
Models, 158
Summary, 158
Questions and Problems, 159
End Notes, 160
Case 6 1: Promotion of Rocket Soups, 161
Case 6 2: Kerry Gold Products, Ltd., 263
Case 6 3: Paradise Foods, 163
SECTION B Descriptive Reseai
Chapter 8 Information from Respondents:
Issues in Data Collection, 199
Learning Objectives, 299
Information from Surveys, 200
Sources of Survey Error, 200
Nonresponse Errors Due to Refusals, 201
Inaccuracy in Response, 202 Interviewer
Error, 205
Methods of Data Collection, 206
Factors Affecting the Choice of a Survey
Method, 207
Sampling, 207 Type of Population, 208
Question Form, 209 Question Content, 209
Response Rates, 210 Costs, 210 Available
Facilities, 210 Duration of Data
Collection, 222
Ethical Issues in Data Collection, 222
Summary, 223
Questions and Problems, 223
End Notes, 225
Case 8 1: Essex Markets (A), 226
Case 8 2: More Ethical Dilemmas in Marketing
Research, 226
Chapter 7 Information Collection:
Qualitative and Observational Methods, 173
Learning Objectives, 273
Need for Qualitative Research, 173
Qualitative Research Methods, 174
Individual In depth Interviews, 176 Focus Group
Discussions, 177 Projective Techniques, 183
Limitations of Qualitative Methods, 189
Observational Methods, 189
Direct Observation, 190 Contrived
Observation, 190 Content Analysis, 190
Physical Trace Measures, 191 Humanistic
Inquiry, 191 Behavior Recording
Devices, 192 Limitations of Observational
Methods, 192
Summary, 193
Questions and Problems, 193
End Notes, 195
Case 7 1: Mountain Bell Telephone Company, 296
Case 7 2: U.S. Department of Energy (A), 298
RCH, 199
Chapter 9 Information from Respondents:
Survey Methods, 218
Learning Objectives, 218
Collecting Data, 218
Personal Interviewing, 218 Telephone Interviewing,
222 Mail Surveys, 227
Combinations of Survey Methods, 232 Trends
in Survey Research, 233 Choice of Survey Methods
for HMO Study, 238
Surveys in the International Context, 238
Personal Interviews, 238 Telephone
Interviews, 239 Mail Surveys, 240
Summary, 242
Questions and Problems, 242
End Notes, 244
Case 9 1: Project DATA: An Urban Transportation
Study, 245
Case 9 2: Roland Development Corp., 246
Chapter 10 Attitude Measurement, 253
Learning Objectives, 253
What Are Attitudes?, 254
Cognitive or Knowledge Component, 254
Affective or Liking Component, 254 Intention
or Action Component, 255
The Concept of Measurement and Scaling, 255
Properties of Measurement Scales, 255
Types of Attitude Rating Scales, 258
Single Item Scales, 258 Multiple Item Scales, 266
Stapel Scales, 270
General Guidelines for Developing a Multi Item
Scale, 272
Continuous Rating Scales, 274
Interpreting Attitude Scales, 274
Choosing an Attitudinal Scale, 274
Accuracy of Attitude Measurements, 277
Validity, 277 Reliability, 278 Sensitivity, 279
Generalizability, 279 Relevancy, 280
Scales in Cross National Research, 280
Summary, 281
Questions and Problems, 281
End Notes, 283
Case 10 1: Wine Horizons, 284
Case 10 2: National Kitchens, 285
Chapter 11 Designing the Questionnaire, 290
Learning Objectives, 290
Planning What to Measure, 292
SECTION C Causal Research, 3
Chapter 12 Experimentation, 321
Learning Objectives, 321
Descriptive Versus Experimental Research, 322
What Are Causal Relationships?, 322 Limitations of
Descriptive Designs, 323
What Constitutes Causality?, 324
Direction of Causation Issue, 324 Conditions for
Valid Causal Inferences, 325
Issues in Experimental Research, 326
Basic Symbols and Notations, 326
Types of Experimental Designs, 328
Classical Designs, 328 Statistical Designs, 336
Laboratory and Field Experiments, 343
Threats to Experimental Validity, 345
SECTION D Sampling, 358
Chapter 13 Sampling Fundamentals, 358
Learning Objectives, 358
Sample or Census, 358
xii
Translating Research Objectives into Information
Requirements, 292
Formatting the Question, 292
Open Response Questions, 294 Closed Response
Questions, 295 Using Both Open Response and
Closed Response Questions, 299
Question Wording: A Problem of
Communication, 300
Asking Sensitive Questions, 302
Sequence and Layout Decisions, 305
Order Bias: Does the Question Create the
Answer?, 306 Pretesting and Correcting
Problems, 307 Pretest Design, 308 Role of the
Pretest, 310
Questionnaire Design for International
Research, 311
Choosing the Questions Format for Cross National
Research, 311 Problems Faced in Wording .
Questions for International Research, 312
Summary, 314
Questions and Problems, 314
End Notes, 318
Case 11 1: Essex Markets (B), 319
Case 11 2: Smith s Clothing (A), 319
Case 11 3: Compact Lemon, 320
21
Threats to Internal Validity, 345 Threats to
External Validity, 346
Guidelines for Conducting Experimental
Research, 347
Common Misuses of Experimental Research in
Marketing, 349
Limitations of Experiments, 349
Cost, 350 Security, 350 Implementation
Problems, 350 Uncertain Persistency of
Results, 351
Summary, 352
Questions and Problems, 352
End Notes, 354
Case 12 1: Evaluating Experimental Designs, 355
Case 12 2: Barrie Food Corporation, 356
When Census Is Appropriate, 359 When a Sample
Is Appropriate, 359 Error in Sampling, 359
Sampling Process, 360
Determining the Target Population, 361
Determining the Sampling Frame, 363 Selecting
a Sampling Procedure, 366
Probability Sampling, 367
Selecting the Probability Sample, 367 Multistage
Design, 373
Nonprobability Sampling, 375
Judgmental Sampling, 375 Snowball Sampling, 376
Convenience Sampling, 376 Quota Sampling, 377
Determining the Sample Size, 378 Nonresponse
Problems, 378
Shopping Center Sampling, 380
Shopping Center Selection, 380 Sample Locations
Within a Center, 380 Time Sampling, 381
Sampling People Versus Shopping Visits, 381
Sampling in the International Context, 382
Selecting the Sampling Frame, 382 Sampling
Procedure, 383
Summary, 384
Questions and Problems, 385
End Notes, 388
Case 13 1: Exercises in Sample Design, 389
Case 13 2: Talbot Razor Products Company, 389
Chapter 14 Sample Size and Statistical
Theory, 392
Learning Objectives, 392
PART III DATA ANALYSIS
Chapter 15 Fundamentals of Data
Analysis, 442
Learning Objectives, 442
Preparing the Data for Analysis, 443
Data Editing, 443 Coding, 444 Statistically
Adjusting the Data, 447
Strategy for Data Analysis, 448
Tabulation: Frequency Distribution, 449
Tabulation: Descriptive Statistics, 450 Difference
Between Means or Percentages, 452
Cross Tabulations, 453
Factors Influencing the Choice of a Statistical
Technique, 454
Type of Data, 455 Research Design, 455
Assumptions Underlying Test Statistic, 457
An Overview of Statistical Techniques, 458
Presenting the Results, 462
Summary, 462
Questions and Problems, 463
Determining the Sample Size: Ad Hoc
Methods, 392
Rules of Thumb, 393 Budget Constraints, 393
Comparable Studies, 394 Factors Determining
Sample Size, 394
Population Characteristics /Parameters, 394
Sample Characteristics/Statistics, 395
Sample Reliability, 397
Interval Estimation, 399
Sample Size Question, 401
Determining the Population Standard Deviation, 402
Proportions, 402
Several Questions, 404
Stratified Sampling, 406
Multistage Design, 408
Sequential Sampling, 408
Summary, 408
Questions and Problems, 409
End Notes, 412
Cases for Part II, 414
Case II l: Pacific Gas Electric (A), 424
Case II 2: Bellboy, 422
Case II 3: Currency Concepts
International, 435
,441
End Notes, 464
Appendix, 465
Chapter 16 Hypothesis Testing: Basic
Concepts and Tests of Associations, 467
Learning Objectives, 467
The Logic of Hypothesis Testing, 468
An Illustrative Example, 468
Steps in Hypothesis Testing, 469
Basic Concepts of Hypothesis Testing, 470
The Null and the Alternative Hypothesis, 470
Choosing the Relevant Statistical Test and the
Appropriate Probability Distribution, 471
Choosing the Critical Value, 471
Cross Tabulation and Chi Square, 475
The Concept of Statistical Independence, 475
Chi Square as a Test of Independence, 477
Measures of Associations for Nominal Variables, 481
The Chi Square Goodness of Fit Test, 484
Summary, 486
Questions and Problems, 486
End Notes, 488
Case 16 1: Medical Systems Associates: Measuring
Patient Satisfaction, 488
Chapter 17 Hypothesis Testing: Means and
Proportions, 491
Learning Objectives, 491
Commonly Used Hypothesis Tests in Marketing
Research, 492
Testing Hypotheses About a Single Mean, 492
Hypothesis Testing for Differences Between
Means, 495 Hypothesis Testing of
Proportions, 499 Hypothesis Testing of Difference
Between Proportions, 500
The Probability Value (p Values) Approach to
Hypothesis Testing, 502
PART IV SPECIAL TOPICS
Chapter 18 Correlation Analysis and
Regression Analysis, 536
Learning Objectives, 536
Correlation Analysis, 537
Simple Correlation Coefficient, 537 Testing the
Significance of the Correlation Coefficient, 541
Partial Correlation Coefficient, 542
Regression Analysis, 542
Simple Linear Regression Model, 543 Multiple
Regression, 552 Parameter Interpretation in
Multiple Regression, 554 Tests of Significance and
Their Interpretations, 555 Interactions, 562
Analyzing Residuals, 562 Predictive Validity, 563
Regression with Dummy Variables, 563
Summary, 564
Questions and Problems, 565
End Notes, 569
Case 18 1: The Seafood Grotto, 570
Case 18 2: Ajax Advertising Agency, 571
Case 18 3: Election Research, Inc., 572
Chapter 19 Discriminant and Canonical
Analysis, 573
Learning Objectives, 573
Discriminant Analysis, 573
Effect of Sample Size and Interpretation of Test
Results, 502
Relationship Between Confidence Interval and
Hypothesis Testing, 503
Analysis of Variance (ANOVA), 504
One Factor Analysis of Variance, 505 Expanding
the ANOVA Table, 510
Summary, 513
Questions and Problems, 514
End Notes, 516
Case 17 1: American Conservatory Theater, 517
Case 17 2: Apple Appliance Stores, 519
Cases for Part III, 521
Case III l: The Vancouver Symphony
Orchestra, 521
Case III 2: Pacific Gas Electric (B), 529
Case III 3: Ralston Development Company, 530
IN DATA ANALYSIS, 535
Determination of Significance, 579
Interpretation, 579
Multiple Discriminant Analysis, 583
Discussion of Results, 583
Summary of Discriminant Analysis, 586
Canonical Correlation Analysis, 587
Summary of Canonical Correlation
Analysis, 591
Questions and Problems, 591
End Notes, 593
Case 19 1: Southwest Utility, 594
Chapter 20 Factor and Cluster Analysis, 595
Learning Objectives, 595
Factor Analysis, 596
Purpose, 596 Methodology, 596 A Geometric
Perspective, 597 Principal Component
Analysis, 598 Common Factor Analysis, 607
Summary of Factor Analysis, 607
Cluster Analysis, 610
Problem Definition, 611 Measures of
Similarity, 611 Clustering Approach, 612
Number of Clusters, 617 Evaluating and Profiling
the Clusters, 620 Statistical Inference, 620
Summary of Cluster Analysis, 622
Questions and Problems, 622
End Notes, 623
Case 20 1: Store Image Study, 624
Case 20 2: Behavioral Research, 626
Chapter 21 Multidimensional Scaling and
Conjoint Analysis, 629
Learning Objectives, 629
Multidimensional Scaling, 629
Attribute Based Approaches, 630
Factor Analysis, 630 Discriminant Analysis, 631
Comparing Factor and Discriminant
Analysis, 632 Introducing Importance
Weights, 632 Correspondence Analysis, 632
Basic Concepts of MDS, 633 Evaluating the
MDS Solution, 633 Application of MDS with
Nonattribute Data, 636 Issues in MDS, 639
Summary of MDS, 640
Conjoint Analysis, 642
Overview of Conjoint Analysis, 642
Interpreting Attribute Importance, 644 Collecting
Trade off Data, 645 Comparing Data Collection
Approaches, 646 Analyzing and Interpreting the
Data, 647 Validity Issues, 648 Application
Issues, 649
Summary of Conjoint Analysis, 649
Questions and Problems, 651
PART V APPLICATIONS, (
Chapter 23 Traditional Applications of
Marketing Research: Product and Price, 680
Learning Objectives, 680
New Product Research, 681
Concept Generation, 681 Product Evaluation and
Development, 684
Forecasting, 692
Qualitative Methods, 693 Quantitative
Methods, 694 Causal Models, 695
Pricing Research, 696
Research for Profit Oriented Pricing, 697
Research for Share Oriented Pricing, 697
Summary, 698
Questions and Problems, 701
End Notes, 703
Case 23 1: Brown Microwave, 704
Case 23 2: National Chemical Corporation
(B), 705
End Notes, 652
Case 21 1: Nester s Foods, 654
Case 21 2: Pepsi Cola, 655
Case 21 3: The Electric Truck Case, 657
Case 21 4: Fargo Instruments, 658
Chapter 22 Presenting the Results, 660
Learning Objectives, 660
Guidelines for Successful Presentations, 661
Communicate to a Specific Audience, 661
Structure the Presentation, 661 Create Audience
Interest, 663 Be Specific and Visual, 664
Address Issues of Validity and Reliability, 665
Written Presentation, 666
The Organization of the Report, 667
Oral Presentation, 670
Don t Read, 671 Use Visual Aids, 671 Make
Sure the Start Is Positive, 672 Avoid Distracting
the Audience, 672 Involve the Audience, 673
Summary, 673
Questions and Problems, 674
End Notes, 674
Cases for Part IV, 675
Case IV 1: Smith s Clothing (B), 675
Case IV 2: Newfood, 675
679
Case 23 3: U.S. Department of Energy
(B), 705
Chapter 24 Traditional Applications of
Marketing Research: Distribution and
Promotion, 706
Learning Objectives, 706
Distribution Research, 706
Warehouse and Retail Location Research, 707
Number and Location of Sales Representatives, 711
Promotional Research, 713
Advertising Research, 713 Purchase Behavior, 716
Tracking Studies, 717 Diagnostic Testing, 718
Copy Test Validity, 718 Budget Decision, 720
Media Research, 720 Sales Promotion Research, 721
Summary, 723
Questions and Problems, 724
End Notes, 725
Case 24 1: Levi Strauss Co., 726
Chapter 25 Applications of Marketing
Research in the Nineties, 730
Learning Objectives, 730
Competitive Advantage, 731
Assessing Competitive Advantage, 731
Brand Equity, 733
Research Questions under Brand Equity, 734
Measuring Brand Equity, 735
Customer Satisfaction, 739
Customer Satisfaction Measurement Process, 740
Total Quality Management, 744
Information Requirements for Total Quality
Management, 746 Marketing Research, 753
Relationship Marketing, 753
Three Keys to Relationship Marketing, 753
Integrated Marketing Communications, 755
Summary, 756
Questions and Problems, 757
End Notes, 758
Appendix: Tables, 762
Standard Normal Probabilities, 761
X2 Critical Points, 762
F Critical Points, 764
t Critical Points, 767
Glossary, 769
Index, 779
|
| any_adam_object | 1 |
| author | Aaker, David A. 1938- Kumar, V. 1957- Day, George S. 1937- |
| author_GND | (DE-588)123018641 (DE-588)131395319 (DE-588)120168537 |
| author_facet | Aaker, David A. 1938- Kumar, V. 1957- Day, George S. 1937- |
| author_role | aut aut aut |
| author_sort | Aaker, David A. 1938- |
| author_variant | d a a da daa v k vk g s d gs gsd |
| building | Verbundindex |
| bvnumber | BV010221311 |
| callnumber-first | H - Social Science |
| callnumber-label | HF5415 |
| callnumber-raw | HF5415.2.A14 1995 |
| callnumber-search | HF5415.2.A14 1995 |
| callnumber-sort | HF 45415.2 A14 41995 |
| callnumber-subject | HF - Commerce |
| classification_rvk | QP 611 |
| ctrlnum | (OCoLC)844954430 (DE-599)BVBBV010221311 |
| dewey-full | 658.8/320 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8/3 20 |
| dewey-search | 658.8/3 20 |
| dewey-sort | 3658.8 13 220 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 5. ed. |
| format | Book |
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| id | DE-604.BV010221311 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T17:48:43Z |
| institution | BVB |
| isbn | 0471552542 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-006792852 |
| oclc_num | 844954430 |
| open_access_boolean | |
| owner | DE-703 DE-19 DE-BY-UBM DE-521 DE-634 |
| owner_facet | DE-703 DE-19 DE-BY-UBM DE-521 DE-634 |
| physical | XVI, 783 S. graph. Darst. |
| publishDate | 1995 |
| publishDateSearch | 1995 |
| publishDateSort | 1995 |
| publisher | Wiley |
| record_format | marc |
| spelling | Aaker, David A. 1938- Verfasser (DE-588)123018641 aut Marketing research David A. Aaker ; V. Kumar ; George S. Day 5. ed. New York, NY u.a. Wiley 1995 XVI, 783 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Marketing research Marktforschung (DE-588)4037630-8 gnd rswk-swf Marketingforschung (DE-588)4200055-5 gnd rswk-swf Marktforschung (DE-588)4037630-8 s Marketingforschung (DE-588)4200055-5 s 1\p DE-604 DE-604 Kumar, V. 1957- Verfasser (DE-588)131395319 aut Day, George S. 1937- Verfasser (DE-588)120168537 aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=006792852&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Aaker, David A. 1938- Kumar, V. 1957- Day, George S. 1937- Marketing research Marketing research Marktforschung (DE-588)4037630-8 gnd Marketingforschung (DE-588)4200055-5 gnd |
| subject_GND | (DE-588)4037630-8 (DE-588)4200055-5 |
| title | Marketing research |
| title_auth | Marketing research |
| title_exact_search | Marketing research |
| title_full | Marketing research David A. Aaker ; V. Kumar ; George S. Day |
| title_fullStr | Marketing research David A. Aaker ; V. Kumar ; George S. Day |
| title_full_unstemmed | Marketing research David A. Aaker ; V. Kumar ; George S. Day |
| title_short | Marketing research |
| title_sort | marketing research |
| topic | Marketing research Marktforschung (DE-588)4037630-8 gnd Marketingforschung (DE-588)4200055-5 gnd |
| topic_facet | Marketing research Marktforschung Marketingforschung |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=006792852&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT aakerdavida marketingresearch AT kumarv marketingresearch AT daygeorges marketingresearch |