Marketing Research

David A. Aaker, V. Kumar, Georges S. Day

774 pages, parution le 03/04/2007 (9^eme édition)

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Résumé

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.

L'auteur - Georges S. Day

GEORGE S. DAY, PhD, is a marketing professor at The Wharton School. He is widely recognized as the father of market-driven strategy.

Sommaire

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.
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.
- Section C: Causal Research.
- Experimentation.
- Section D: Sampling.
- Sampling Fundamentals.
- Sample Size and Statistical Theory.
Data Analysis.
- Fundamentals of Data Analysis.
- Hypothesis Testing: Basic Concepts and Tests of Associations.
- Hypothesis Testing: Means and Proportions.
- Correlation Analysis and Regression Analysis.
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.
- Contemporary Applications: Competitive Advantage, Brand Equity,Customer Satisfaction, and Total Quality Management.
Applications of Marketing Intelligence.
- Emerging Applications: Database Marketing, E-Commerce, Relationship Marketing, and Customer Intelligence.

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Wiley
Auteur(s)	David A. Aaker, V. Kumar, Georges S. Day
Parution	03/04/2007
Édition	9^eme édition
Nb. de pages	774
Format	20,5 x 26
Couverture	Relié
Poids	1428g
Intérieur	2 couleurs
EAN13	9780470050767
ISBN13	978-0-470-05076-7