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Aaker D.A. et al. Marketing research

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Aaker D.A. et al. Marketing research
11th Edition. — Wiley, 2013. — 766 p. — ISBN 978-1-118-15663-6.
This book offers the best approach toward communicating the intricacies of marketing research and its usefulness to the marketing organization. This highly regarded text focuses on market intelligence, strategy, theory, and application and retains its coverage of the most advanced and current marketing research methodologies. Pointing out these methodologies′ limitations and strengths, the book also brings to the forefront the relevance of marketing intelligence, the power of the Internet in marketing research applications, and much more. Suitable for students in the intermediate or advanced courses.
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
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
Descriptive Research
Information from Respondents: Issues in Data Collection
Information from Respondents: Survey Methods
Attitude Measurement
Designing the Questionnaire
Causal Research
Experimentation
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
Special Topics in Data Analysis
Correlation Analysis and Regression Analysis
Discriminant, Factor, and Cluster Analysis
Multidimensional Scaling and Conjoint Analysis
Presenting the Results
Applications of Marketing Intelligence
Marketing-Mix Measures
Brand and Customer Metrics
New Age Strategies
Appendix: Tables
A-1. Standard Normal Probabilities
A-2. X2 Critical Points
A-3. F Critical Points
A-4. t Critical Points
A-5. Procedures for Conducting Univariate and Multivariate Analysis in SPSS
A-6. Output of Select Tables in SPSS
Glossary
Index
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