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Marketing research / David A. Aaker ... [et al.].

By: Contributor(s): Material type: TextTextPublication details: Hoboken, NJ : John Wiley, c2010.Edition: 10th edDescription: xvii, 798 p. : ill. ; 27 cmISBN:
  • 9780470317259
  • 0470317256 (Cloth)
Subject(s): DDC classification:
  • 658.83
LOC classification:
  • .A14 2010
Online resources:
Contents:
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.
Holdings
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

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