Marketing research / David A. Aaker ... [et al.].
Material type: TextPublication details: Hoboken, NJ : John Wiley, c2010.Edition: 10th edDescription: xvii, 798 p. : ill. ; 27 cmISBN:- 9780470317259
- 0470317256 (Cloth)
- 658.83
- .A14 2010
Item type | Current library | Call number | Copy number | Status | Date due | Barcode |
---|---|---|---|---|---|---|
General Lending | Carlow Campus Library General Lending | 658.83 (Browse shelf(Opens below)) | 1 | Available | 68564 | |
General Lending | Carlow Campus Library General Lending | 658.83 (Browse shelf(Opens below)) | 1 | Available | 68565 | |
General Lending | Wexford Campus Library Wexford General Lending | 658.83 (Browse shelf(Opens below)) | 0 | Available | 66344 | |
General Lending | Wexford Campus Library Wexford General Lending | 658.83 (Browse shelf(Opens below)) | 0 | Available | 66345 |
CW018
Includes index.
Includes bibliographical references and index.
A decision-making perspective on marketing intelligence -- Marketing research in practice -- The marketing research process -- Research design and implementation -- Secondary sources of marketing data -- Standardized sources of marketing data -- Marketing research on the Internet -- Information collection: qualitative and observational methods - Information from respondents: issues in data collection -- Information from respondents: survey methods -- Attitude measurement -- Designing the questionnaire -- Experimentation -- Sampling fundamentals -- Fundamentals of data analysis -- Hypothesis testing: basic concepts and tests of associations -- Hypothesis testing: means and proportions -- Correlation analysis and regression analysis -- Discriminant and canonical analysis -- Factor and cluster analysis --Multidimensional caling and conjoint analysis -- Presenting the results -- Traditional applications: product, price, distribution, and promtion -- Contemporary applications: competititve advantage, brand equity, customer satisfaction, and total quality management -- Emerging applications: database marketing, e-commerce, mobile marketing, social marketing -- experiential marketing, relationship marketing and customer intelligence.
57.00