Marketing Research （International 2 Revised）

Aaker, David A./ Day, George S./ Kumar, V.

John Wiley & Sons Inc（1995/04発売）

• 製本 Paperback:紙装版/ペーパーバック版／ページ数 800 p.
• 言語 ENG
• 商品コード 9780471600039
• DDC分類 658.83

Full Description

This revised and updated edition maintains the emphasis on practical applications, and includes numerous case studies and special coverage of advanced topics in data analysis. It features an introduction to the international marketing research perspective that highlights the differences between domestic and international research, and provides solutions to handle problems that are unique to multi-country research. The new edition also contains fresh material on brand equity, customer satisfaction, total quality management, faxes, E-mail surveys and on-line databases.

Contents

PART 1: THE NATURE AND SCOPE OF MARKETING RESEARCH: A Decision-Making Perspective on Marketing Research; PART 2: DATA COLLECTION: Section A: Secondary and Exploratory Research; Secondary Sources of Marketing Data; Section B: Descriptive Research: Section C: Casual Research: Experimentation; Section D: Sampling: Sampling Fundamentals; PART 3: DATA ANALYSIS: Fundamentals of Data Analysis; Hypothesis Testing; PART IV: SPECIAL TOPICS IN DATA ANALYSIS: Correlation and Regression Analysis; Discriminant Analysis and Canonical Analysis; Presenting the Results; PART V: APPLICATIONS: Traditional Applications of Marketing Research: Product and Price; Traditional Applications of Marketing Research: Distribution and Promotion; Application of Marketing Research in the Nineties.