Marketing Research

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Marketing Research 9780471451686

ISBN : 9780471451686
Publisher : John Wiley & Sons Inc
Author(s) :
Edition : 8 Rev ed
Overview PART I: THE NATURE AND SCOPE OF MARKETING RESEARCH.Chapter 1. A Decision-Making Perspective on Marketing Intelligence.Chapter 2. Marketing Research in Practice.Chapter 3. The Marketing Research Process.Chapter 4. Research Design and Implementation.PART II: DATA COLLECTION.Section A: Secondary and Exploratory Research.Chapter 5. Secondary Sources of Marketing Data.Chapter 6. Standardized Sources of Marketing Data.Chapter 7. Marketing Research on the Internet.Chapter 8. Information Collection: Qualitative and Observational Methods.Section B: Description Research.Chapter 9. Information from Respondents: Issues in Data Collection.Chapter 10. Information from Respondents: Survey Methods.Chapter 11. Attitude Measurement.Chapter 12. Designing the Questionnaire.Section C: Causal Research.Chapter 13. Experimentation.Section D: Sampling.Chapter 14. Sampling Fundamentals.Chapter 15. Sample Size and Statistical Theory.PART III: DATA ANALYSIS.Chapter 16. Fundamentals of Data Analysis.Chapter 17. Hypothesis Testing: Basic Concepts and Tests of Associations.Chapter 18. Hypothesis Testing: Means and Proportions.PART IV: SPECIAL TOPICS IN DATA ANALYSIS.Chapter 19. Correlation Analysis and Regression Analysis.Chapter 20. Discriminant and Canonical Analysis.Chapter 21. Factor and Cluster Analysis.Chapter 22. Multidimensional Scaling and Conjoint Analysis.Chapter 23. Presenting the Results.PART V: APPLICATIONS.Chapter 24. Traditional Applications of Marketing Research: Product, Price, Distribution, and Promotion.Chapter 25. Contemporary Applications of Marketing Research: Competitive Advantage, Brand Equity, Customer Satisfaction, and Total Quality Management.Chapter 26. Emerging Applications of Marketing Research: Direct Marketing, Database Marketing; E-Commerce, and Relationship Marketing.Appendix: Tables.Glossary.Index.

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