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Product details:
- ISBN-10 : 1119355273
- ISBN-13 : 978-1119355274
- Author: David A. Aaker (Author)
Marketing Research, 12th Edition prepares marketing students to make data driven business decisions. With a focus on market intelligence, strategy, theory and application, the authors introduce the latest developments in the field of marketing research and discuss their impact on marketing research applications–all in a macro-micro-macro framework to help students understand the big picture.
Table of contents:
Part I The Nature and Scope of Marketing Research
1 A Decision-Making Perspective on Marketing Intelligence 1
2 Marketing Research in Practice 29
3 The Marketing Research Process 45
4 Research Design and Implementation 68
Part II Data Collection
Section A: Secondary and Exploratory Research
5 Secondary Sources of Marketing Data 96
6 Standardized Sources of Marketing Data 121
7 Marketing Research on the Internet 146
8 Information Collection: Qualitative and Observational Methods 172
Section B: Descriptive Research
9 Information from Respondents:Issues in Data Collection 209
10 Information from Respondents:Survey Methods 226
11 Attitude Measurement 256
12 Designing the Questionnaire 285
Section C: Causal Research
13 Experimentation 314
Section D: Sampling
14 Sampling Fundamentals 345
15 Sample Size and Statistical Theory 373
Part III Data Analysis
16 Fundamentals of Data Analysis 397
17 Hypothesis Testing: Basic Concepts and Tests of Associations 417
18 Hypothesis Testing: Means and Proportions 436
Part IV Special Topics in Data Analysis
19 Correlation Analysis and Regression Analysis 462
20 Discriminant, Factor, and Cluster Analysis 492
21 Multidimensional Scaling and Conjoint Analysis 534
22 Presenting the Results 557
Part V Applications of Marketing Intelligence
23 Marketing-Mix Measures 572
24 Brand and Customer Metrics 617
25 New Age Strategies 639
Appendix A 677
Glossary 703
Index 721
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