Marketing research:
Gespeichert in:
| Hauptverfasser: | , , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Hoboken, NJ
Wiley
2007
|
| Ausgabe: | 9. ed. |
| Schlagworte: | |
| Online-Zugang: | Beschreibung für Leser Inhaltsverzeichnis |
| Beschreibung: | XVII, 774 S. graph. Darst. |
| ISBN: | 0470050764 9780470050767 |
Internformat
MARC
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| 245 | 1 | 0 | |a Marketing research |c David A. Aaker ; V. Kumar ; George S. Day |
| 250 | |a 9. ed. | ||
| 264 | 1 | |a Hoboken, NJ |b Wiley |c 2007 | |
| 300 | |a XVII, 774 S. |b graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 650 | 7 | |a Marketing |2 gtt | |
| 650 | 7 | |a Marktanalyse |2 gtt | |
| 650 | 7 | |a Marktonderzoek |2 gtt | |
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| 700 | 1 | |a Kumar, V. |d 1957- |e Verfasser |0 (DE-588)131395319 |4 aut | |
| 700 | 1 | |a Day, George S. |d 1937- |e Verfasser |0 (DE-588)120168537 |4 aut | |
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| 943 | 1 | |a oai:aleph.bib-bvb.de:BVB01-014985787 | |
Datensatz im Suchindex
| _version_ | 1805088463545958400 |
|---|---|
| adam_text |
BRIEF
CONTENTS
PARTI
The Nature
and Scope of Marketing
Research
Chapter
1
A Decision-Making Perspective on
Marketing Intelligence,
2
Chapter
2
Marketing Research in Practice,
31
Chapter
3
The Marketing Research
Process,
48
Chapter
4
Research Design and
Implementation,
77
PART II
Data Collection
SECTION A
Secondary and Exploratory Research
Chapter
5
Secondary Sources of Marketing
Data,
109
Chapter
6
Standardized Sources of
Marketing Data,
236
Chapter
7
Marketing Research on the
Interne^
364
Chapter
8
Information Collection:
Qualitative and Observational Methods,
188
SECTION
В
Descriptive Research
Chapter
9
Information from Respondents:
Issues in Data Collection,
228
Chapter
10
Information from Respondents:
Survey Methods,
245
Chapter
11
Attitude Measurement,
225
Chapter
12
Designing the
Questionnaire,
336
SECTION
С
Causal Research
Chapter
13
Experimentation,
345
SECTION
D
Sampling
Chapter
14
Sampling Fundamentals,
378
Chapter
15
Sample Size and Statistical
Theory,
408
PART III
Data Analysis
Chapter
16
Fundamentals of Data Analysis,
432
Chapter
17
Hypothesis Testing: Basic
Concepts and Tests of Associations,
452
Chapter
18
Hypothesis Testing: Means and
Proportions,
472
PART IV
Special Topics in Data Analysis
Chapter
19
Correlation Analysis and
Regression Analysis,
508
Chapter
20
Discriminant and Canonical
Analysis,
540
Chapter
21
Factor and Cluster Analysis,
562
Chapter
22
Multidimensional Scaling and
Conjoint Analysis,
592
Chapter
23
Presenting the Results,
629
PARTV
Applications of Marketing Intelligence
Chapter
24
Traditional Applications:
Product, Price, Distribution, and
Promotion,
638
Chapter
25
Contemporary Applications:
Competitive Advantage, Brand Equity,
Customer Satisfaction, and Total Quality
Management,
676
Chapter
26
Emerging Applications:
Database Marketing, E-Commerce,
Relationship Marketing, and Customer
Intelligence,
703
Appendix: Tables,
731
A-l. Standard Normal Probabilities,
732
A-2.
χ2
Critical Points,
732
A-3.
F
Critical Points,
734
A-4.
t
Critical Points,
737
A-5. Procedures for Conducting
Univariate and Multivariate Analysis
in SPSS,
738
A-6. Output of Select Tables in SPSS,
742
Glossary,
753
Index,
763
xi |
| adam_txt |
BRIEF
CONTENTS
PARTI
The Nature
and Scope of Marketing
Research
Chapter
1
A Decision-Making Perspective on
Marketing Intelligence,
2
Chapter
2
Marketing Research in Practice,
31
Chapter
3
The Marketing Research
Process,
48
Chapter
4
Research Design and
Implementation,
77
PART II
Data Collection
SECTION A
Secondary and Exploratory Research
Chapter
5
Secondary Sources of Marketing
Data,
109
Chapter
6
Standardized Sources of
Marketing Data,
236
Chapter
7
Marketing Research on the
Interne^
364
Chapter
8
Information Collection:
Qualitative and Observational Methods,
188
SECTION
В
Descriptive Research
Chapter
9
Information from Respondents:
Issues in Data Collection,
228
Chapter
10
Information from Respondents:
Survey Methods,
245
Chapter
11
Attitude Measurement,
225
Chapter
12
Designing the
Questionnaire,
336
SECTION
С
Causal Research
Chapter
13
Experimentation,
345
SECTION
D
Sampling
Chapter
14
Sampling Fundamentals,
378
Chapter
15
Sample Size and Statistical
Theory,
408
PART III
Data Analysis
Chapter
16
Fundamentals of Data Analysis,
432
Chapter
17
Hypothesis Testing: Basic
Concepts and Tests of Associations,
452
Chapter
18
Hypothesis Testing: Means and
Proportions,
472
PART IV
Special Topics in Data Analysis
Chapter
19
Correlation Analysis and
Regression Analysis,
508
Chapter
20
Discriminant and Canonical
Analysis,
540
Chapter
21
Factor and Cluster Analysis,
562
Chapter
22
Multidimensional Scaling and
Conjoint Analysis,
592
Chapter
23
Presenting the Results,
629
PARTV
Applications of Marketing Intelligence
Chapter
24
Traditional Applications:
Product, Price, Distribution, and
Promotion,
638
Chapter
25
Contemporary Applications:
Competitive Advantage, Brand Equity,
Customer Satisfaction, and Total Quality
Management,
676
Chapter
26
Emerging Applications:
Database Marketing, E-Commerce,
Relationship Marketing, and Customer
Intelligence,
703
Appendix: Tables,
731
A-l. Standard Normal Probabilities,
732
A-2.
χ2
Critical Points,
732
A-3.
F
Critical Points,
734
A-4.
t
Critical Points,
737
A-5. Procedures for Conducting
Univariate and Multivariate Analysis
in SPSS,
738
A-6. Output of Select Tables in SPSS,
742
Glossary,
753
Index,
763
xi |
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| discipline | Wirtschaftswissenschaften |
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| edition | 9. ed. |
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| id | DE-604.BV021772877 |
| illustrated | Illustrated |
| index_date | 2024-07-02T15:39:03Z |
| indexdate | 2024-07-20T09:08:25Z |
| institution | BVB |
| isbn | 0470050764 9780470050767 |
| language | English |
| lccn | 2006046457 |
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| publishDate | 2007 |
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| spelling | Aaker, David A. 1938- Verfasser (DE-588)123018641 aut Marketing research David A. Aaker ; V. Kumar ; George S. Day 9. ed. Hoboken, NJ Wiley 2007 XVII, 774 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier 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 DE-604 Kumar, V. 1957- Verfasser (DE-588)131395319 aut Day, George S. 1937- Verfasser (DE-588)120168537 aut http://deposit.dnb.de/cgi-bin/dokserv?id=2973250&prov=M&dok_var=1&dok_ext=htm Beschreibung für Leser Digitalisierung UB Regensburg application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=014985787&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Aaker, David A. 1938- Kumar, V. 1957- Day, George S. 1937- Marketing research 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_exact_search_txtP | 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 gtt Marktanalyse gtt Marktonderzoek gtt Marketing research Marketingforschung (DE-588)4200055-5 gnd Marktforschung (DE-588)4037630-8 gnd |
| topic_facet | Marketing Marktanalyse Marktonderzoek Marketing research Marketingforschung Marktforschung |
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