(eBook PDF) Marketing Research 13th Edition – Digital Ebook – Instant Delivery Download
Product details:
- ISBN-10 : 1119497639
- ISBN-13 : 978-1119497639
- Author: V. Kumar , Robert P. Leone , David A. Aaker , George S. Day
Marketing Research, 13th Edition presents a clear and comprehensive introduction to the field, with a strong focus on methodologies and the role of market research in strategic decision making. Employing a unique macro-micro-macro approach, the text begins with a broad overview of market research and its place within–and value to–an organization, before zooming in to detail the granular view of the research process. Step-by-step explanations cover the latest methodologies and current practices, highlighting advanced techniques as well as their limitations and potential benefits, followed by a high-level discussion of research applications.
Table contents:
1 A Decision-Making Perspective on Marketing Intelligence
2 Marketing Research in Practice
3 The Marketing Research Process
4 Research Design and Implementation
5 Secondary Sources of Marketing Data
6 Standardized Sources of Marketing Data
7 Marketing Research on the Internet
8 Information Collection: Qualitative and Observational Methods
9 Information from Respondents: Issues in Data Collection
10 Information from Respondents: Survey Methods
11 Attitude Measurement
12 Designing the Questionnaire
13 Experimentation
14 Sampling Fundamentals
15 Sample Size and Statistical Theory
16 Fundamentals of Data Analysis
17 Hypothesis Testing: Basic Concepts and Tests of Associations416
18 Hypothesis Testing: Means and Proportions
19 Correlation Analysis and Regression Analysis
20 Discriminant Factor and Cluster Analysis
21 Multidimensional Scaling and Conjoint Analysis
23 Marketing-Mix Measures
24 Brand and Customer Metrics
25 New Age Strategies
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