Marketing research:
Gespeichert in:
| Format: | Buch |
|---|---|
| Sprache: | English |
| Veröffentlicht: |
Hoboken, NJ
Wiley
2013
|
| Ausgabe: | 11. ed., internat. student version |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Includes index. |
| Beschreibung: | XIV, 647 S. graph. Darst. |
| ISBN: | 9781118321812 |
Internformat
MARC
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| 250 | |a 11. ed., internat. student version | ||
| 264 | 1 | |a Hoboken, NJ |b Wiley |c 2013 | |
| 300 | |a XIV, 647 S. |b graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 500 | |a Includes index. | ||
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| 999 | |a oai:aleph.bib-bvb.de:BVB01-025699958 | ||
Datensatz im Suchindex
| _version_ | 1804150029133283328 |
|---|---|
| adam_text | CONTENTS
PARTI
THE NATURE AND SCOPE OF MARKETING
RESEARCH
Chapter
1
A Decision-Making Perspective
on Marketing Intelligence,
1
Learning Objectives,
1
An Overview of Business Intelligence,
1
Introduction
to Marketing Intelligence,
3
Marketing Research,
6
Role of Marketing Research in Managerial Decision
Making,
9
Factors That Influence Marketing Research
Decisions,
17
Use of Marketing Research,
18
Ethics in Marketing Research,
19
The Respondent s Ethics and Rights,
20
International Marketing Research,
22
Summary,
24
Questions and Problems,
24
End Notes,
24
Chapter
2
Marketing Research in Practice,
26
Learning Objectives,
26
Information System, Decision Support Systems,
and Marketing Research,
27
Marketing Decision Support Systems,
29
Suppliers of Information,
33
Criteria for Selecting External Suppliers,
38
The International Marketing Research Industry,
38
Career Opportunities in Marketing Research,
39
Summary,
40
Questions and Problems,
41
End Notes,
41
Chapter
3
The Marketing Research Process,
42
Learning Objectives,
42
Overview
oí
the Marketing Research Process,
42
The Preliminary Stages of the Marketing Research
Process,
44
Planning a New HMO,
53
The International Marketing Research Process,
56
Summary,
59
Questions and Problems,
5,9
End Notes,
60
Appendix: The Value of Research Information Using
Bayesian Decision Theory,
60
Chapter
4
Research Design and
Implementation,
63
Learning Objectives,
63
Research Approach,
65
Research Tactics and Implementation,
71
Budgeting and Scheduling the Research Project,
73
Research Proposal,
74
Designing International Marketing Research,
77
Issues in International Research Design,
78
Summary, SO
Questions arid Problems,
81
End Notes,
81
Appendix: Errors in Research Design,
81
PART II
DATA COLLECTION
SECTION A: SECONDARY AND
EXPLORATORY RESEARCH
Chapter
5
Secondary Sources of Marketing
Data,
84
Learning Objectives,
84
Secondary Data,
84
Uses of Secondary Data,
85
Benefits of Secondary Data,
86
Limitations of Secondary Data,
86
Internal Sources of Secondary Data,
87
External Sources of Secondary Data,
89
Census Data,
94
North American Industry Classification
System,
96
Appraising Secondary Sources,
97
Applications of Secondary Data,
98
Sources of Secondary Data for International
Marketing Research,
703
Problems Associated with Secondary Data in
International Research,
302
Applications of Secondary Data in International
Research,
102
Summary,
103
Questions and Problems,
104
End Notes,
104
Chapter
6
Standardized Sources of Marketing
Data,
106
Learning Objectives,
106
Retail Store Audits,
107
Consumer Purchase Panels,
307
Scanner Services and Single-Source
Systems,
333
Media-Related Standardized
Sources,
117
Applications of Standardized Sources
of Data,
17.0
Summary,
321
Questions and Problems,
321
End Notes,
122
Chapter
7
Marketing Research
on the Internet,
224
Learning Objectives,
124
Current Trends in Web Usage,
124
WWW Information for Marketing
Decisions,
126
The Internet and Marketing Research Today,
130
The Internet and. Marketing Research Developments,
140
Issues and Concerns,
143
Summary,
146
Questions and Problems,
346
End Notes,
147
Chapter
8
Information Collection: Qualitative
and Observational Methods,
148
Learning Objectives,
148
Need for Qualitative Research,
148
Qualitative Research Methods,
149
Observational Methods,
168
Recent Applications of Qualitative and
Observational Methods,
173
Summary,
3 75
Questions and Problems,
3 75
End Notes,
176
Appendix: Myths of Qualitative Research: It s
Conventional, But Is it Wisdom7,
178
SECTION B: DESCRIPTIVE RESEARCH
Chapter
9
Information from Respondents:
Issues in Data Collection,
182
Learning Objectives,
181
Information from Surveys,
181
Sources of Survey Error,
182
Methods of Data Collection,
187
Factors Affecting the Choice of a Survey Method,
387
Ethical Issues in Data Collection,
393
Summary,
193
Questions and Problems,
193
End Notes,
394
Chapter
10
Information from Respondents:
Survey Methods,
2.95
Learning Objectives,
3 95
Collecting Data,
195
Surveys in the International Context,
235
Summary,
218
Questions and Problems,
219
End Notes,
220
XI
Chapter
11
Attitude Measurement,
222
Learning Objectives,
772
What Are Attitudes7,
223
The Concept of Measurement and Scaling,
774
Types of Attitude Rating Scales,
227
General Guidelines for Developing a Multiple-Item
Scale,
738
Interpreting Attitude Scales,
7.39
Choosing an Attitudmal Scale,
240
Accuracy of Attitude Measurements,
242
Scales in Cross-National Research,
245
Summary,
245
Questions and Problems,
246
End Notes,
247
Chapter
12
Designing the Questionnaire,
24,9
Learning Objectives,
249
Planning
What to Measure,
250
Formatting the Question,
252
Question Wording: A. Problem of Communication,
257
Sequence and Layout Decisions,
267
Questionnaire Design for International Research,
267
Summary,
769
Questions and Problems,
770
End Notes,
773
SECTION C: CAUSAL RESEARCH
Chapter
13
Experimentation,
274
Learning Objectives,
274
Descriptive versus Experimental Research,
275
What Constitutes Causality?,
276
Laboratory and Field Experiments,
278
Threats to Experimental Validity,
278
Issues in Experimental Research,
781
Types of Experimental Designs,
283
Guidelines lor Conducting Experimental Research,
296
Limitations of
Experiments, 2.
Su.mma.ry,
799
Questions and Problems,
300
End Notes,
302
SECTION D: SAMPLING
Chapter
14
Sampling Fundamentals,
302
Learning Objectives,
302
Sample or Census,
302
Sampling Process,
303
Probability Sampling,
309
Nonprobability Sampling,
315
Shopping Center Sampling,
319
Sampling in the International Context,
322
Summary,
323
Questions and Problems,
324
End Notes,
325
Chapter
15
Sample Size and Statistical
Theory,
327
Learning Objectives,
327
Determining the Sample Size: Ad Hoc Methods,
32
Population Characteristics/Parameters,
32,9
Sample Characteristics/Statistics,
330
Sample Reliability,
332
Interval Estimation,
33,3
Sample Size Question,
334.
Proportions,
336
Coefficient of Variation,
337
Stratified Sampling,
339
Multistage Design,
340
Sequential Sampling,
340
Summary,
342
Questions and Problems,
342
End Notes,
343
PART III
DATA ANALYSIS
Chapter
16
Fundamentals of Data
Analysis,
345
Learning Objectives,
345
Preparing the Data for Analysis,
346
Strategy for Data Analysis,
350
Cross-Tabulations,
353
Factors Influencing the Choice of Statistical
Technique,
355
An Overview of Statistical Techniques,
357
Summary,
362
Questions and Problems,
362
End Notes,
362
Appendix: Choice of a Statistical Package,
363
XII
Chapter
17
Hypothesis Testing: Basic
Concepts and Tests of Associations,
364
Learning Objectives,
364
The Logic of Hypothesis Testing,
365
Steps in Hypothesis Testing,
366
Basic Concepts of Hypothesis Testing,
366
Cross-Tabulation and Chi-Square,
370
Summary
378
Questions and Problems,
378
End Notes,
379
Chapter
18
Hypothesis Testing: Means and
Proportions,
380
Learning Objectives,
380
Commonly Used Hypothesis Tests in Marketing
Research,
380
Relationship between Confidence Interval and
Hypothesis Testing,
383
Analysis of Variance (ANOVA),
385
The Probability-Values (p-Values) Approach to
Hypothesis Testing,
397
Effect of Sample Size and Interpretation
of Test Results,
398
Summary,
399
Questions and Problems,
399
End Notes,
400
PART IV
SPECIAL TOPICS IN DATA ANALYSIS
Chapter
19
Correlation Analysis and
Regression Analysis,
402
Learning Objectives,
402
Correlation Analysis,
403
Regression Analysis,
407
Summary,
425
Questions and Problems,
426
End Notes,
428
Chapter
20
Discriminant, Factor, and Cluster
Analysis,
429
Learning Objectives,
429
Discriminant Analysis,
429
Multiple
Discriminant
Analysis,
438
Summary of Discriminant Analysis,
443
Factor and Cluster Analysis,
443
Factor Analysis,
442
Summary of Factor Analysis,
453
Cluster Analysis,
453
Summary of Cluster Analysis,
463
Questions and Problems,
463
End Notes,
464
Chapter
21
Multidimensional Scaling
and Conjoint Analysis,
466
Learning Objectives,
466
Multidimensional Scaling,
466
Attribute-Based Approaches,
466
Summary of MDS,
475
Conjoint Analysis,
476
Summary of Conjoint Analysis,
483
Questions and Problems,
483
End Notes,
484
Chapter
22
Presenting the Results,
486
Learning Objectives,
486
Guidelines for Successful Presentations,
486
Written Report,
492
Oral Presentation,
496
Relationship with the Client,
499
Summary,
499
Questions and Problems,
499
End Notes,
499
XIII
PART V
APPLICATIONS OF MARKETING INTELLIGENCE
Chapter
23
Marketing-Mix Measures,
500
Learning Objectives,
500
New-Product Research,
501
Pricing Research,
511
Distribution Research,
512
Promotion Research,
519
Total Quality Management,
529
Information Requirements for Total Quality
Management,
530
Summary,
536
Questions and Problems,
537
End Notes,
538
Chapter
24
Brand and Customer Metrics,
542
Learning Objectives,
541
Competitive Advantage,
54Л
Brand Equity,
543
Customer Satisfaction,
549
Customer Satisfaction Measurement Process,
551
Contemporary Applications of Marketing
Intelligence,
555
Maximizing Customer Profitability,
556
Summary,
559
Questions and Problems,
559
End Notes,
560
Chapter
25
New Age Strategies,
561
Learning Objectives,
561
Database Marketing,
562
E-Commerce,
571
Mobile Marketing,
575
Social Marketing,
578
Experiential Marketing,
b
82
Relationship Marketing,
583
Recent Developments in Relationship Marketing,
584
Word-of-Mouth Marketing,
589
Customer Intelligence,
591
Summary,
695
Questions and Problems,
596
End Notes,
596
Appendix: Forecasting,
596
End Notes for Appendix,
599
Appendix: Tables,
600
А
-l.
Standard Normal, Cumulative Probability in
Right-Hand Tail for Positive Values of z; Areas Are
Formed by Symmetry,
600
A-2. X? Critical Points,
601
A-3.
F
Critical Points,
603
A-4.
t
Cut-off Points for the Student s
ŕ-Distribution,
608
A-5. Procedures for Conducting IJmvariate and
Multivanate Analysis in SPSS,
609
A-6. Output of Select Tables
m
SPSS,
613
Glossary,
624
Index,
635
XIV
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| language | English |
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| spelling | Marketing research David A. Aaker ... 11. ed., internat. student version Hoboken, NJ Wiley 2013 XIV, 647 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Includes index. 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 DE-604 Aaker, David A. 1938- Sonstige (DE-588)123018641 oth Digitalisierung UB Regensburg application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=025699958&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
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| title | Marketing research |
| title_auth | Marketing research |
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| title_full | Marketing research David A. Aaker ... |
| title_fullStr | Marketing research David A. Aaker ... |
| title_full_unstemmed | Marketing research David A. Aaker ... |
| 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 |
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