Marketing research:
Gespeichert in:
| Hauptverfasser: | , , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
New York [u.a.]
Wiley
2001
|
| Ausgabe: | 7. ed. |
| Schlagworte: | |
| Online-Zugang: | Publisher description Table of Contents Inhaltsverzeichnis |
| Beschreibung: | XVI, 751 S. Ill., graph. Darst. |
| ISBN: | 0471363405 |
Internformat
MARC
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| 245 | 1 | 0 | |a Marketing research |c David A. Aaker ; V. Kumar ; George S. Day |
| 250 | |a 7. ed. | ||
| 264 | 1 | |a New York [u.a.] |b Wiley |c 2001 | |
| 300 | |a XVI, 751 S. |b Ill., graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 650 | 4 | |a Marketing - Recherche | |
| 650 | 7 | |a Marketing - Recherche |2 ram | |
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| 650 | 7 | |a Marktonderzoek |2 gtt | |
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| 700 | 1 | |a Day, George S. |d 1937- |e Verfasser |0 (DE-588)120168537 |4 aut | |
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Datensatz im Suchindex
| _version_ | 1804128130053439488 |
|---|---|
| adam_text | BRIEF CONTENTS
PARTI
The Nature and Scope of Marketing
Research
Chapter 1 A Decision Making Perspective
on Marketing Research, 1
Chapter 2 Marketing Research in
Practice, 22
Chapter 3 The Marketing Research
Process, 40
Chapter 4 Research Design and
Implementation, 70
PART II
Data Collection
SECTION A
Secondary and Exploratory Research
Chapter 5 Secondary Sources of Marketing
Data, 202
Chapter 6 Standardized Sources of
Marketing Data, 128
Chapter 7 Marketing Research on the
Internet, 156
Chapter 8 Information Collection:
Qualitative and Observational Methods, 181
SECTION B
Descriptive Research
Chapter 9 Information from Respondents:
Issues in Data Collection, 217
Chapter 10 Information from Respondents:
Survey Methods, 233
Chapter 11 Attitude Measurement, 272
Chapter 12 Designing the Questionnaire, 303
SECTION C
Causal Research
Chapter 13 Experimentation, 331
SECTION D
Sampling
Chapter 14 Sampling Fundamentals, 363
Chapter 15 Sample Size and Statistical
Theory, 392
viii
PART III
Data Analysis
Chapter 16 Fundamentals of Data
Analysis, 422
Chapter 17 Hypothesis Testing: Basic
Concepts and Tests of Associations, 443
Chapter 18 Hypothesis Testing: Means and
Proportions, 462
PART IV
Special Topics in Data Analysis
Chapter 19 Correlation Analysis and
Regression Analysis, 500
Chapter 20 Discriminant and Canonical
Analysis, 532
Chapter 21 Factor and Cluster Analysis, 553
Chapter 22 Multidimensional Scaling and
Conjoint Analysis, 583
Chapter 23 Presenting the Results, 620
PART V
Applications
Chapter 24 Traditional Applications of
Marketing Research: Product, Price,
Distribution, and Promotion, 627
Chapter 25 Contemporary Applications of
Marketing Research: Competitive Advantage,
Brand Equity, Customer Satisfaction, and
Total Quality Management, 665
Chapter 26 Emerging Applications of
Marketing Research: Direct Marketing,
Database Marketing; E Commerce, and
Relationship Marketing, 689
Appendix 1: Tables, 711
A l. Standard Normal Probabilities, 721
A 2. x1 Critical Points, 722
A 3. F Critical Points, 714
A 4. t Critical Points, 727
A 5. Procedures for Conducting Univariate
and Multivariate Analysis in SPSS, 718
A 6. Output of Select Tables in SPSS, 722
Glossary, 733
Index, 743
CONTENTS
PART I THE NATURE AND
RESEARCH
Chapter 1 A Decision Making Perspective
on Marketing Research, 1
Learning Objectives, 1
Introduction, 1
A Push to Probe Buying Habits in Latino Homes, 1
Minute Maid Quits Trying to Free OJ, 2
Future Grocery Store: It s Smaller and a Big Challenge
for Brand Marketers, 2
Role of Marketing Research in Managerial Decision
Making, 3
Situation Analysis, 4 Strategy Development, 6
Marketing Program Development, 8
Implementation, 10
Factors that Influence Marketing Research
Decisions, 11
Relevance, 11 Type and Nature of Information
Sought, 11 Timing, 12 Availability of Resources,
12 Cost Benefit Analysis, 12
Use of Marketing Research, 12
Does Marketing Research Guarantee Success?, 13
Ethics in Marketing Research, 13
The Sponsor s Ethics, 14 The Supplier s Ethics, 15
Abuse of Respondents, 16
The Respondent s Ethics and Rights, 17
International Marketing Research, 17
Summary, 19
Questions and Problems, 19
End Notes, 19
Case 1 1: Ethical Dilemmas in Marketing
Research, 20
Chapter 2 Marketing Research in Practice, 22
Learning Objectives, 22
Information Systems, Decision Support Systems, and
Marketing Research, 23
SCOPE OF MARKETING
Databases, 23 Decision Support Systems, 23
Applying Information Systems to Marketing Research, 23
Marketing Decision Support Systems, 26
Characteristics of a MDSS, 26 Database, 26
Reports and Displays, 27 Analysis Capabilities, 27
Models, 27 Gaining Insights from a MDSS, 29
Suppliers of Information, 30
Corporate/In House Marketing Research, 30 External
Suppliers of the Research Industry, 32 Type and
Nature of Services, 34
Criteria for Selecting External Suppliers, 35
The International Marketing Research Industry, 36
Career Opportunities in Marketing Research, 36
Summary, 37
Questions and Problems, 38
End Notes, 38
Appendix: Marketing Research Jobs, 39
Chapter 3 The Marketing Research Process, 40
Learning Objectives, 40
Overview of the Marketing Research Process, 40
The Preliminary Stages of the Marketing Research
Process, 42
Step 1—Research Purpose, 42 Step 2—Research
Objective, 47 Step 3—Estimating the Value of
Information, 51
Planning a New HMO, 52
The International Marketing Research Process, 55
Framing Research Questions in an International
Environment, 57
Summary, 59
Questions and Problems, 59
End Notes, 60
Appendix: The Value of Research Information Using
Bayesian Decision Theory, 61
ix
Case 3 1: A VideOcart Test for Bestway Stores, 63
Case 3 2: Sperry/MacLennan Architects and
Planners, 64
Case 3 3: Phillips Electronics NV, 67
Case 3 4: Philip Morris Enters Turkey, 68
Chapter 4 Research Design
and Implementation, 70
Learning Objectives, 70
Research Approach, 70
Types of Research, 72 Detective Funnel, 74 Data
Collection Methods, 77 Choosing a Research
Approach for the HMO Study, 77
Research Tactics and Implementation, 79
Measurement, 79 Sampling Plan, 79
Anticipating the Analysis, 79 Analysis of Value
versus Cost and Time Involved, 80 Errors in
Research Design, 80
PART II DATA COLLECTIO
SECTION A: SECONDARY AND
EXPLORATORY RESEARCH
Chapter 5 Secondary Sources
of Marketing Data, 102
Learning Objectives, 202
Secondary Data, 102
Uses of Secondary Data, 103
Benefits of Secondary Data, 104
Limitations of Secondary Data, 104
Internal Sources of Secondary Data, 105
Internal Records, 105 Using Internal Data
Effectively, 106 Customer Feedback, 106
Customer Database, 107
External Sources of Secondary Data, 107
Published Data Sources, 107 Computer Retrievable
Databases, 109 Accessing Computer Retrievable
Databases, 112 Advantages of Computer Retrievable
Methods, 112 Limitations of Computer Retrievable
Methods, 112
Census Data, 114
Understanding the Census, 114
Standard Industrial Classification System, 226
Appraising Secondary Sources, 227
Applications of Secondary Data, 118
Demand Estimation, 118 Monitoring the
Environment, 119 Segmentation and Targeting, 119
Developing a Business Intelligence System, 222
X
Budgeting and Scheduling the Research Project, SO
Research Proposal, 82
Basic Contents of a Proposal, 83
Designing International Marketing Research, 85
Issues in International Research Design, 87
Determining Information Requirements, 87 Unit of
Analysis, 88 Construct, Measurement, Sample, and
Analysis Equivalence, 88
Summary, 89
Questions and Problems, 89
End Notes, 90
Appendix: Errors in Research Design, 90
Case 4 1: Reynolds Tobacco s Slide Box
Cigarettes, 91
Case 4 2: California Foods Corporation, 95
Cases for Part I, 99
Case 1 1: Clover Valley Dairy Company, 99
N
Sources of Secondary Data for International
Marketing Research, 222
Problems Associated with Secondary Data in
International Research, 222
Data Accuracy, 122 Comparability of Data, 123
Applications of Secondary Data in International
Research, 223
Summary,, 224
Questions and Problems, 224
End Notes, 224
Case 5 1: Barkley Foods, 226
Case 5 2: Dell in Latin America?, 227
Chapter 6 Standardized Sources
of Marketing Data, 128
Learning Objectives, 128
Retail Store Audits, 229
Nielsen Retail Index, 129
Consumer Purchase Panels, 230
Advantages of Consumer Panels, 132 Limitations of
Consumer Panels, 132
Scanner Services and Single Source Systems, 233
Scanner Based Audit Services, 133 Single Source
Systems, 136
Media Related Standardized Sources, 242
Nielsen Television Index, 141 Arbitron Diary Panel,
142 Starch Scores, 143 Multimedia Services, 143
Applications of Standardized Sources of Data, 243
Measuring Product Snles and Market Share, 144
Measuring Advertisement Exposure and Effectiveness,
144 Measuring Promotion Effectiveness, 144
Estimation and Evaluation of Models, 145
Summary, 145
Questions and Problems, 145
End Notes, 146
Case 6 1: Promotion of Rocket Soups, 147
Case 6 2: Kerry Gold Products, Ltd., 151
Case 6 3: Paradise Foods, 252
Chapter 7 Marketing Research
on the Internet, 156
Learning Objectives, 156
What Is the Internet?, 257
Characteristics of the Internet, 259
WWW Information for Marketing Decisions, 260
The Internet and Marketing Research Today, 263
Primary Research, 164 Secondary Research, 168
Custom Search Service, 169 Agents, 170 Free
Information Providers, 171 How to Search for
Information on the Web, 173 International Marketing
Research, 173
The Internet and Marketing Research Developments,
276
Intranets, 176 Speed, 176 The Future of the
Internet, 177
Summary, 277
Questions and Problems, 277
End Notes, 278
Appendix: The Components of the Internet, 2 78
Case 7 1: Caring Children s Hospital, 182
Chapter 8 Information Collection: Qualitative
and Observational Methods, 184
Learning Objectives, 284
Need for Qualitative Research, 284
Qualitative Research Methods, 285
Use of Computers in Qualitative Research, 186
Individual In Depth Interviews, 187 Focus Group
Discussions, 189 Projective Techniques, 197
Limitations of Qualitative Methods, 202
Observational Methods, 203
Direct Observation, 203 Contrived Observation, 203
Content Analysis, 204 Physical Trace
Measures, 204 Empathic Interviewing, 205
Humanistic Inquiry, 205 Behavior Recording
Devices, 205 Limitations of Observational Methods,
207
Recent Applications of Qualitative and
Observational Methods, 207
Summary, 208
Questions and Problems, 209
End Notes, 210
Appendix: Myths of Qualitative Research: It s
Conventional, But Is it Wisdom?, 211
Case 8 1: Mountain Bell Telephone Company, 213
Case 8 2: U.S. Department of Energy (A), 215
Case 8 3: Acura, 216
SECTION B: DESCRIPTIVE RESEARCH
Chapter 9 Information from Respondents:
Issues in Data Collection, 217
Learning Objectives, 217
Information from Surveys, 217
Sources of Survey Error, 218
Nonresponse Errors Due to Refusals, 219 Inaccuracy
in Response, 219 Interviewer Error, 222
Methods of Data Collection, 223
Factors Affecting the Choice of a Survey Method, 225
Sampling, 225 Type of Population, 225 Question
Form, 225 Question Content, 226 Response
Rates, 226 Costs, 226 Available Facilities,
227 Duration of Data Collection, 227
Ethical Issues in Data Collection, 228
Summary, 229
Questions and Problems, 229
End Notes, 230
Case 9 1: Essex Markets (A), 231
Case 9 2: More Ethical Dilemmas in Marketing
Research, 232
Chapter 10 Information from Respondents:
Survey Methods, 233
Learning Objectives, 233
Collecting Data, 233
Personal Interviewing, 234 Telephone Interviewing,
238 Mail Surveys, 242 Web Surveys, 249
Combinations of Survey Methods, 249 Trends in
Survey Research, 252 Choice of Survey Methods for
HMO Study, 257
Surveys in the International Context, 258
Personal Interviews, 258 Telephone Interviews,
259 Mail Surveys, 259
Summary, 260
Questions and Problems, 262
End Notes, 262
Case 10 1: Project DATA: An Urban Transportation
Study, 263
Case 10 2: Roland Development Corp., 269
xi
Chapter 11 Attitude Measurement, 272
Learning Objectives, 272
What Are Attitudes?, 273
Cognitive or Knowledge Component, 273 Affective or
Liking Component, 273 Intention or Action
Component, 274
The Concept of Measurement and Scaling, 274
Properties of Measurement Scales, 274
Types of Attitude Rating Scales, 277
Single Item Scales, 277 Multiple Item Scales, 284
Continuous Rating Scales, 287
General Guidelines for Developing a Multi Item
Scale, 289
Interpreting Attitude Scales, 290
Choosing an Attitudinal Scale, 292
Accuracy of Attitude Measurements, 293
Validity, 293 Reliability, 294 Sensitivity, 295
Generalizability, 295 Relevancy, 296
Scales in Cross National Research, 296
Summary, 296
Questions and Problems, 297
End Notes, 298
Case 11 1: Wine Horizons, 299
Case 11 2: National Kitchens, 301
Chapter 12 Designing the Questionnaire, 303
Learning Objectives, 303
Planning What to Measure, 303
Translating Research Objectives into Information
Requirements, 305
Formatting the Question, 305
Open Response Questions, 306 Closed Response
Questions, 307 Using Both Open Response and
Closed Response Questions, 311
Question Wording: A Problem of
Communication, 321
Asking Sensitive Questions, 314
Sequence and Layout Decisions, 316
Order Bias: Does the Question Create the Answer?, 317
Pretesting and Correcting Problems, 319
Pretest Design, 319 Role of the Pretest, 321
Questionnaire Design for International Research, 321
Choosing the Question Format for Cross National
Research, 321 Problems Faced in Wording Questions
for International Research, 322
Summary, 324
Questions and Problems, 324
End Notes, 327
Case 12 1: Essex Markets (B), 328
Case 12 2: Smith s Clothing (A), 328
Case 12 3: Compact Lemon, 329
xll
SECTION C: CAUSAL RESEARCH
Chapter 13 Experimentation, 331
Learning Objectives, 331
Descriptive versus Experimental Research, 332
What Are Causal Relationships?, 332 Limitations of
Descriptive Designs, 332
What Constitutes Causality?, 334
Direction of Causation Issue, 334 Conditions for
Valid Causal Inferences, 334
Issues in Experimental Research, 335
Basic Symbols and Notations, 335
Types of Experimental Designs, 337
Classical Designs, 337 Statistical Designs, 334
Laboratory and Field Experiments, 352
Threats to Experimental Validity, 352
Threats to Internal Validity, 353 Threats to External
Validity, 353
Guidelines for Conducting Experimental
Research, 354
Common Misuses of Experimental Research in
Marketing, 356
Limitations of Experiments, 356
Cost, 356 Security, 357 Implementation
Problems, 357 Uncertain Persistency of Results, 358
Summary, 358
Questions and Problems, 359
End Notes, 360
Case 13 1: Evaluating Experimental Designs, 362
Case 13 2: Barrie Food Corporation, 362
SECTION D: SAMPLING
Chapter 14 Sampling Fundamentals, 363
Learning Objectives, 363
Sample or Census, 363
When Census Is Appropriate, 364 When a Sample Is
Appropriate, 364 Error in Sampling, 364
Sampling Process, 365
Determining the Target Population, 365 Determining
the Sampling Frame, 367 Selecting a Sampling
Procedure, 370
Probability Sampling, 371
Selecting the Probability Sample, 371 Multistage
Design, 376
Nonprobability Sampling, 378
Judgmental Sampling, 378 Snowball Sampling, 379
Convenience Sampling, 379 Quota Sampling, 380
Determining the Sample Size, 381 Nonresponse
Problems, 381
Shopping Center Sampling, 383
Shopping Center Selection, 383 Sample Locations
within a Center, 383 Time Sampling, 384
Sampling People versus Shopping Visits, 384
Sampling in the International Context, 385
Selecting the Sampling Frame, 385 Sampling
Procedure, 386
Summary, 387
Questions and Problems, 387
End Notes, 389
Case 14 1: Exercises in Sample Design, 390
Case 14 2: Talbot Razor Products Company, 390
Chapter 15 Sample Size
and Statistical Theory, 392
Learning Objectives, 392
Determining the Sample Size: Ad Hoc Methods, 392
Rules of Thumb, 392 Budget Constraints, 393
Comparable Studies, 393 Factors Determining
Sample Size, 393
PART 111 DATA ANALYSIS
Chapter 16 Fundamentals of Data Analysis, 422
Learning Objectives, 422
Preparing the Data for Analysis, 423
Data Editing, 423 Coding, 424 Statistically
Adjusting the Data, 424
Strategy for Data Analysis, 427
Tabulation: Frequency Distribution, 428 Tabulation:
Descriptive Statistics, 429 Difference between Means
or Percentages, 430
Cross Tabulations, 432
Factors Influencing the Choice of Statistical
Technique, 433
Type of Data, 433 Research Design, 433
Assumptions Underlying Test Statistic, 435
An Overview of Statistical Techniques, 435
Presenting the Results, 439
Summary, 440
Questions and Problems, 440
End Notes, 442
Appendix, 442
Chapter 17 Hypothesis Testing: Basic
Concepts and Tests of Associations, 443
Learning Objectives, 443
The Logic of Hypothesis Testing, 444
An Illustrative Example, 444
Population Characteristics/Parameters, 394
Sample Characteristics/Statistics, 395
Sample Reliability, 396
Interval Estimation, 398
Sample Size Question, 399
Determining the Population Standard Deviation, 401
Proportions, 402
Coefficient of Variation, 402
Several Questions, 403
Stratified Sampling, 403
Multistage Design, 405
Sequential Sampling, 406
Summary, 406
Questions and Problems, 406
End Notes, 408
Cases for Part II, 409
Case n 1: Pacific Gas Electric (A), 409
Case II 2: Currency Concepts International, 416
Steps in Hypothesis Testing, 445
Basic Concepts of Hypothesis Testing, 446
The Null and Alternative Hypotheses, 446 Choosing
the Relevant Statistical Test and the Appropriate
Probability Distribution, 446 Choosing the Critical
Value, 446
Cross Tabulation and Chi Square, 449
The Concept of Statistical Independence, 450 Chi
Square as a Test of Independence, 451 Measures of
Association for Nominal Variables, 454 The Chi
Square Goodness of Fit Test, 457
Summary, 458
Questions and Problems, 459
End Notes, 459
Case 17 1: Medical Systems Associates: Measuring
Patient Satisfaction, 460
Chapter 18 Hypothesis Testing: Means
and Proportions, 462
Learning Objectives, 462
Commonly Used Hypothesis Tests in Marketing
Research, 463
Testing Hypothesis about a Single Mean, 463
Hypothesis Testing for Differences between Means, 466
Hypothesis Testing of Proportions, 469 Hypothesis
Testing of Difference between Proportions, 470
The Probability Values (p Values) Approach to
Hypothesis Testing, 472
Xlli
Effect of Sample Size and Interpretation of Test
Results, 472
Relationship between Confidence Interval and
Hypothesis Testing, 473
Analysis of Variance (ANOVA), 474
One Factor Analysis of Variance, 475 Expanding the
ANOVA Table, 478
Summary, 482
Questions and Problems, 482
PART IV SPECIAL TOPICS IN
Chapter 19 Correlation Analysis
and Regression Analysis, 500
Learning Objectives, 500
Correlation Analysis, 501
Simple Correlation Coefficient, 502 Testing the
Significance of the Correlation Coefficient, 504 Partial
Correlation Coefficient, 505
Regression Analysis, 505
Simple Linear Regression Model, 506 Multiple
Regression, 514 Parameter Interpretation in Multiple
Regression, 518 Tests of Significance and Their
Interpretations, 519 Interactions, 523 Analyzing
Residuals, 523 Predictive Validity, 523
Regression with Dummy Variables, 524
Summary, 525
Questions and Problems, 526
End Notes, 528
Case 19 1: The Seafood Grotto, 529
Case 19 2: Ajax Advertising Agency, 530
Case 19 3: Election Research, Inc., 532
Chapter 20 Discriminant and Canonical
Analysis, 532
Learning Objectives, 532
Discriminant Analysis, 532
Objectives, 532 Basic Concept, 533 Methodology,
533 Group Assignment, 535 Comparing
Regression and Discriminant Analysis, 536
Application, 536 Estimation, 537 Determination
of Significance, 537 Interpretation, 537
Classification and Validation, 540
Multiple Discriminant Analysis, 541
Application, 541 Discussion of Results, 541
Summary of Discriminant Analysis, 544
Canonical Correlation Analysis, 545
Application, 545 Discussion of Results, 546
Summary of Canonical Correlation Analysis, 549
Questions and Problems, 549
xlv
End Notes, 484
Case 18 1: American Conservatory Theater, 484
Case 18 2: Apple Appliance Stores, 485
Cases for Part III, 488
Case III l: The Vancouver Symphony Orchestra, 488
Case III 2: Pacific Gas Electric (B), 494
Case III 3: Ralston Development Company, 496
DATA ANALYSIS
End Notes, 551
Case 20 1: Southwest Utility, 551
Chapter 21 Factor and Cluster Analysis, 553
Learning Objectives, 553
Factor Analysis, 554
Purpose, 554 Methodology, 554 A Geometric
Perspective, 554 Principal Component Analysis,
556 Common Factor Analysis, 565
Summary of Factor Analysis, 565
Cluster Analysis, 566
Problem Definition, 567 Measures of Similarity, 567
Clustering Approach, 568 Number of Clusters, 573
Evaluating and Profiling the Clusters, 575
Statistical Inference, 576
Summary of Cluster Analysis, 576
Questions and Problems, 577
End Notes, 578
Case 21 1: Store Image Study, 578
Case 21 2: Behavioral Research, 580
Chapter 22 Multidimensional Scaling
and Conjoint Analysis, 583
Learning Objectives, 583
Multidimensional Scaling, 583
Attribute based Approaches, 584
Factor Analysis, 584 Discriminant Analysis, 585
Comparing Factor and Discriminant Analysis, 585
Introducing Importance Weights, 586 Correspondence
Analysis, 586 Basic Concepts ofMDS, 586
Evaluating the MDS Solution, 587 Application of
MDS with Nonattribute Data, 589 Issues in MDS,
592
Summary of MDS, 593
Conjoint Analysis, 594
Overview of Conjoint Analysis, 595 Interpreting
Attribute Importance, 596 Collecting Trade off Data,
597 Comparing Data Collection Approaches, 598
Analyzing and Interpreting the Data, 599 Validity
Issues, 600 Application Issues, 600
Summary of Conjoint Analysis, 603
Questions and Problems, 602
End Notes, 603
Case 22 1: Nester s Foods, 604
Case 22 2: Pepsi Cola, 605
Case 22 3: The Electric Truck Case, 608
Case 22 4: Fargo Instruments, 608
Chapter 23 Presenting the Results, 610
Learning Objectives, 610
Guidelines for Successful Presentations, 620
Communicate to a Specific Audience, 611 Structure
the Presentation, 611 Create Audience Interest, 613
PART V APPLICATIONS
Chapter 24 Traditional Applications
of Marketing Research: Product, Price,
Distribution, and Promotion, 627
Learning Objectives, 627
New Product Research, 628
Concept Generation, 628 Product Evaluation and
Development, 631 Test Marketing, 635 Really
New Products, 637
Pricing Research, 639
Research for Skimming Pricing, 639 Research for
Penetration Pricing, 639
Distribution Research, 640
Warehouse and Retail Location Research, 640
Number and Location of Sales Representatives, 646
Promotion Research, 647
Advertising Research, 648 Purchase Behavior, 651
Tracking Studies, 652 Diagnostic Testing, 652
Copy Test Validity, 653 Budget Decision, 654
Media Research, 654 Sales Promotion Research, 655
Summary, 656
Questions and Problems, 657
End Notes, 659
Case 24 1: Brown Microwave, 660
Case 24 2: National Chemical Corporation, 661
Case 24 3: U.S. Department of Energy (B), 662
Case 24 4: Levi Strauss Co., 662
Be Specific and Visual, 613 Address Issues of
Validity and Reliability, 614
Written Presentation, 615
The Organization of the Report, 617
Oral Presentation, 619
Don t Read, 619 Use Visual Aids, 620 Make
Sure the Start Is Positive, 621 Avoid Distracting the
Audience, 621 Involve the Audience, 621
Relationship with the Client, 622
Summary, 622
Questions and Problems, 622
End Notes, 622
Cases for Part IV, 623
Case IV 1: Smith s Clothing (B), 623
Case IV 2: Newfood, 623
Chapter 25 Contemporary Applications
of Marketing Research: Competitive
Advantage, Brand Equity, Customer
Satisfaction, and Total Quality Management,
665
Learning Objectives, 665
Competitive Advantage, 666
Assessing Competitive Advantage, 666
Brand Equity, 668
Research Questions under Brand Equity, 668
Measuring Brand Equity, 669
Customer Satisfaction, 673
Customer Satisfaction Measurement Process, 674
Total Quality Management, 679
Information Requirements for Total Quality
Management, 680 Quality Function Deployment, 684
Summary, 686
Questions and Problems, 687
End Notes, 687
Chapter 26 Emerging Applications
of Marketing Research: Database Marketing,
E Commerce, and Relationship Marketing, 689
Learning Objectives, 689
Database Marketing 690
XV
What Is a Database?, 690 The Need for Databases,
691 Elements of a Database, 693 Using
Marketing Databases for Marketing Intelligence, 693
Ways to Gather Consumer Data, 694 Types of
Databases, 695 Value Added Databases, 697 Data
Mining, 697 Benefits of Database Marketing, 700
E Commerce, 700
Relationship Marketing, 704
The Packaging Is the Message, 704
Three Keys to Relationship Marketing, 705
Summary, 707
Questions and Problems, 707
End Notes, 707
Appendix: Forecasting, 708
Qualitative Methods, 708 Quantitative Methods, 709
End Notes, 720
xvi
Appendix: Tables, 711
A l. Standard Normal Cumulative Probability in
Right Hand Tail for Positive Values of z, Areas are
Formed by Symmetry, 711
A 2. x2 Critical Points, 722
A 3. F Critical Points, 714
A 4. t Critical Points, 717
A 5. Procedures for Conducting Univariate and
Multivariate Analysis in SPSS, 718
A 6. Output of Select Tables in SPSS, 722
Glossary, 733
Index, 743
|
| 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 | BV013353552 |
| callnumber-first | H - Social Science |
| callnumber-label | HF5415 |
| callnumber-raw | HF5415.2.A14 2000 |
| callnumber-search | HF5415.2.A14 2000 |
| callnumber-sort | HF 45415.2 A14 42000 |
| callnumber-subject | HF - Commerce |
| classification_rvk | QP 611 |
| ctrlnum | (OCoLC)43706612 (DE-599)BVBBV013353552 |
| dewey-full | 658.8/321 658.8/3 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8/3 21 658.8/3 |
| dewey-search | 658.8/3 21 658.8/3 |
| dewey-sort | 3658.8 13 221 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 7. ed. |
| format | Book |
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| id | DE-604.BV013353552 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T18:44:21Z |
| institution | BVB |
| isbn | 0471363405 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-009107624 |
| oclc_num | 43706612 |
| open_access_boolean | |
| owner | DE-703 DE-19 DE-BY-UBM DE-1047 DE-521 DE-634 DE-11 |
| owner_facet | DE-703 DE-19 DE-BY-UBM DE-1047 DE-521 DE-634 DE-11 |
| physical | XVI, 751 S. Ill., graph. Darst. |
| publishDate | 2001 |
| publishDateSearch | 2001 |
| publishDateSort | 2001 |
| 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 7. ed. New York [u.a.] Wiley 2001 XVI, 751 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Marketing - Recherche Marketing - Recherche ram Marketing gtt Marktanalyse gtt Marktonderzoek gtt Marketing research Marketingforschung (DE-588)4200055-5 gnd rswk-swf Marktforschung (DE-588)4037630-8 gnd rswk-swf Marktforschung (DE-588)4037630-8 s Marketingforschung (DE-588)4200055-5 s 1\p DE-604 Kumar, V. 1957- Verfasser (DE-588)131395319 aut Day, George S. 1937- Verfasser (DE-588)120168537 aut http://www.loc.gov/catdir/description/wiley0310/00035933.html Publisher description http://www.loc.gov/catdir/toc/onix05/00035933.html Table of Contents HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009107624&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 - Recherche Marketing - Recherche ram Marketing gtt Marktanalyse gtt Marktonderzoek gtt Marketing research Marketingforschung (DE-588)4200055-5 gnd Marktforschung (DE-588)4037630-8 gnd |
| subject_GND | (DE-588)4200055-5 (DE-588)4037630-8 |
| 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 - Recherche Marketing - Recherche ram Marketing gtt Marktanalyse gtt Marktonderzoek gtt Marketing research Marketingforschung (DE-588)4200055-5 gnd Marktforschung (DE-588)4037630-8 gnd |
| topic_facet | Marketing - Recherche Marketing Marktanalyse Marktonderzoek Marketing research Marketingforschung Marktforschung |
| url | http://www.loc.gov/catdir/description/wiley0310/00035933.html http://www.loc.gov/catdir/toc/onix05/00035933.html http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009107624&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 |