Marketing Research, 9th Ed

This new edition brings to the forefront the relevance of marketing intelligence and the power of the Internet in marketing research applications. The book focuses on the recent trends in marketing intelligence and explains how its various functions are linked to each other in a way that ensures efficient management of the customer-firm relationship. Readers will then learn how to apply the research to business strategies in order to win the customers' share of purchases.

Table of contents :
PART I: THE NATURE AND SCOPE OF MARKETING RESEARCH
· A Decision-Making Perspective on Marketing Intelligence
· Marketing Research in Practice
· The Marketing Research Process
· Research Design and Implementation
PART II: DATA COLLECTION
SECTION A: SECONDARY AND EXPLORATORY RESEARCH
· Secondary Sources of Marketing Data
· Standardized Sources of Marketing Data
· Marketing Research on the Internet
· Information Collection: Qualitative and Observational Methods
SECTION B: DESCRIPTIVE RESEARCH
· Information from Respondents: Issues in Data Collection
· Information from Respondents: Survey Methods
· Attitude Measurement
· Designing the Questionnaire
· Experimentation
· Sampling Fundamentals
PART III: DATA ANALYSIS
· Fundamentals of Data Analysis
· Hypothesis Testing: Basic Concepts and Tests of Associations
· Hypothesis Testing: Means and Proportions
· Correlation Analysis and Regression Analysis

PART IV: SPECIAL TOPICS IN DATA ANALYSIS
· Discriminant and Canonical Analysis
· Factor and Cluster Analysis
· Multidimensional Scaling and Conjoint Analysis
· Presenting the Results
· Traditional Applications: Product, Price, Distribution, and Promotion

PART V: APPLICATIONS OF MARKETING INTELLIGENCE
Emerging Applications: Database Marketing, E-Commerce, Relationship
Glossary
Index








Market Description :
· Marketing Professionals



About Author :
David Aaker is professor of Marketing, Emeritus at the Haas School of Business, University of California Berkeley. He is a leading expert on brand strategy and strategic marketing. He is the author of over seven books for both the practitioner and the student of marketing.