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Marketing research
Author
Title
Marketing research / David A. Aaker, V. Kumar, George S. Day.
ISBN
047123057X (cloth)
9780471230571 (cloth)
0471451681 (Wiley International ed)
9780471451686 (Wiley International ed)
Edition
8th ed.
Published
New York : John Wiley & Sons, c2004.
Physical Description
xvii, 774 p. : ill. ; 26 cm
Summary
"Now in its Eighth Edition, Aaker, Kumar, and Day's Marketing Research shows when marketing research can and should be used, what research alternatives exist, how to recognize effective and ineffective research, and how to interpret and apply the results, so you can make smart business decisions. The authors guide you step by step through the entire marketing research process, describing the most current methodologies. Updated to reflect emerging trends, this Eighth Edition features a stronger emphasis on the important role of marketing intelligence, new cases and real-world examples, and new topics of interest and methods of practice in marketing research."--BOOK JACKET.
Format
Books
Language
English
Added to Catalog
October 23, 2014
Bibliography
Includes bibliographical references and index.
Contents
The Nature and Scope of Marketing Research
A Decision-Making Perspective on Marketing Research
Learning Objectives
Role of Marketing Research in Managerial Decision Making
Factors that Influence Marketing Research Decisions
Ethics in Marketing Research
The Respondent's Ethics and Rights
International Marketing Research
Ethical Dilemmas in Marketing Research
Marketing Research in Practice
Learning Objectives
Information Systems, Decision Support Systems, and Marketing Research
Marketing Decision Support Systems
Suppliers of Information
Criteria for Selecting External Suppliers
The International Marketing Research Industry
Career Opportunities in Marketing Research
Marketing Research Jobs
The Marketing Research Process
Learning Objectives
Overview of the Marketing Research Process
The Preliminary Stages of the Marketing Research Process
Planning a New HMO
The International Marketing Research Process
The Value of Research Information Using Bayesian Decision Theory
A VideOcart Test for Bestway Stores
Sperry/MacLennan Architects and Planners
Phillips Electronics NV
Philip Morris Enters Turkey
Research Design and Implementation
Learning Objectives
Research Approach
Research Tactics and Implementation
Budgeting and Scheduling the Research Project
Research Proposal
Designing International Marketing Research
Issues in International Research Design
Errors in Research Design
Reynolds Tobacco's Slide-Box Cigarettes.
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