Marketing research /

Marketing research /

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Bibliographic Details
Author / Creator:Aaker, David A.
Edition:5th ed.
Imprint:New York : Wiley, c1995.
Description:xvi, 783 p.: ill.; 26 cm.
Language:English
Subject:
Marketing research.
Marketing research.
Format: Print Book
URL for this record:http://pi.lib.uchicago.edu/1001/cat/bib/2346588
Hidden Bibliographic Details
Other authors / contributors:Kumar, V.
Day, George S.
ISBN:0471552542
Notes:Includes bibliographical references and index.
Table of Contents:
  • Part I. The Nature and Scope of Marketing Research
  • Chapter 1. A Decision-Making Perspective on Marketing Research
  • Learning Objectives
  • Introduction
  • Role of Marketing Research in Managerial Decision Making
  • Factors that Influence Marketing Research Decisions
  • Ethics in Marketing Research
  • The Respondent's Ethics and Rights
  • International Marketing Research
  • Summary
  • Questions and Problems
  • End Notes
  • Case 1-1. Ethical Dilemmas in Marketing Research
  • Chapter 2. Marketing Research in Practice
  • Learning Objectives
  • Information Systems, Decision Support Systems, and Marketing Research
  • Marketing Decision Support Systems
  • Suppliers of Information
  • Criteria for Selecting External Suppliers
  • The International Marketing Research Industry
  • Career Opportunities in Marketing Research
  • Summary
  • Questions and Problems
  • End Notes
  • Appendix. Marketing Research Jobs
  • Chapter 3. The Marketing Research Process
  • Learning Objectives
  • Overview of the Marketing Research Process
  • The Preliminary Stages of the Marketing Research Process
  • Planning a New HMO
  • The International Marketing Research Process
  • Summary
  • Questions and Problems
  • End Notes
  • Appendix. The Value of Research Information Using Bayesian Decision Theory
  • Case 3-1. A VideOcart Test for Bestway Stores
  • Case 3-2. Sperry/MacLennan Architects and Planners
  • Case 3-3. Phillips Electronics NV
  • Case 3-4. Philip Morris Enters Turkey
  • Chapter 4. Research Design and Implementation
  • Learning Objectives
  • Research Approach
  • Research Tactics and Implementation
  • Budgeting and Scheduling the Research Project
  • Research Proposal
  • Designing International Marketing Research
  • Issues in International Research Design
  • Summary
  • Questions and Problems
  • End Notes
  • Appendix. Errors in Research Design
  • Case 4-1. Reynolds Tobacco's Slide-Box Cigarettes
  • Case 4-2. California Foods Corporation
  • Cases for Part I
  • Case I-1. Clover Valley Dairy Company
  • Part II. Data Collection
  • Section A. Secondary and Exploratory Research
  • Chapter 5. Secondary Sources of Marketing Data
  • Learning Objectives
  • Secondary Data
  • Uses of Secondary Data
  • Benefits of Secondary Data
  • Limitations of Secondary Data
  • Internal Sources of Secondary Data
  • External Sources of Secondary Data
  • Census Data
  • Standard Industrial Classification System
  • Appraising Secondary Sources
  • Applications of Secondary Data
  • Sources of Secondary Data for International Marketing Research
  • Problems Associated with Secondary Data in International Research
  • Applications of Secondary Data in International Research
  • Summary
  • Questions and Problems
  • End Notes
  • Case 5-1. Barkley Foods
  • Case 5-2. Dell in Latin America?
  • Chapter 6. Standardized Sources of Marketing Data
  • Learning Objectives
  • Retail Store Audits
  • Consumer Purchase Panels
  • Scanner Services and Single-Source Systems
  • Media-Related Standardized Sources
  • Applications of Standardized Sources of Data
  • Summary
  • Questions and Problems
  • End Notes
  • Case 6-1. Promotion of Rocket Soups
  • Case 6-2. Kerry Gold Products, Ltd.
  • Case 6-3. Paradise Foods
  • Chapter 7. Marketing Research on the Internet
  • Learning Objectives
  • What Is the Internet?
  • Characteristics of the Internet
  • WWW Information for Marketing Decisions
  • The Internet and Marketing Research Today
  • The Internet and Marketing Research Developments
  • Summary
  • Questions and Problems
  • End Notes
  • Appendix. The Components of the Internet
  • Case 7-1. Caring Children's Hospital
  • Chapter 8. Information Collection: Qualitative and Observational Methods
  • Learning Objectives
  • Need for Qualitative Research
  • Qualitative Research Methods
  • Observational Methods
  • Recent Applications of Qualitative and Observational Methods
  • Summary
  • Questions and Problems
  • End Notes
  • Appendix. Myths of Qualitative Research: It's Conventional, But Is it Wisdom?
  • Case 8-1. Mountain Bell Telephone Company
  • Case 8-2. U.S. Department of Energy (A)
  • Case 8-3. Acura
  • Section B. Descriptive Research
  • Chapter 9. Information from Respondents: Issues in Data Collection
  • Learning Objectives
  • Information from Surveys
  • Sources of Survey Error
  • Methods of Data Collection
  • Factors Affecting the Choice of a Survey Method
  • Ethical Issues in Data Collection
  • Summary
  • Questions and Problems
  • End Notes
  • Case 9-1. Essex Markets (A)
  • Case 9-2. More Ethical Dilemmas in Marketing Research
  • Chapter 10. Information from Respondents: Survey Methods
  • Learning Objectives
  • Collecting Data
  • Surveys in the International Context
  • Summary
  • Questions and Problems
  • End Notes
  • Case 10-1. Project DATA: An Urban Transportation Study
  • Case 10-2. Roland Development Corp.
  • Chapter 11. Attitude Measurement
  • Learning Objectives
  • What Are Attitudes?
  • The Concept of Measurement and Scaling
  • Types of Attitude Rating Scales
  • General Guidelines for Developing a Multi-Item Scale
  • Interpreting Attitude Scales
  • Choosing an Attitudinal Scale
  • Accuracy of Attitude Measurements
  • Scales in Cross-National Research
  • Summary
  • Questions and Problems
  • End Notes
  • Case 11-1. Wine Horizons
  • Case 11-2. National Kitchens
  • Chapter 12. Designing the Questionnaire
  • Learning Objectives
  • Planning What to Measure
  • Formatting the Question
  • Question Wording: A Problem of Communication
  • Sequence and Layout Decisions
  • Questionnaire Design for International Research
  • Summary
  • Questions and Problems
  • End Notes
  • Case 12-1. Essex Markets (B)
  • Case 12-2. Smith's Clothing (A)
  • Case 12-3. Compact Lemon
  • Section C. Causal Research
  • Chapter 13. Experimentation
  • Learning Objectives
  • Descriptive versus Experimental Research
  • What Constitutes Causality?
  • Issues in Experimental Research
  • Types of Experimental Designs
  • Laboratory and Field Experiments
  • Threats to Experimental Validity
  • Guidelines for Conducting Experimental Research
  • Limitations of Experiments
  • Summary
  • Questions and Problems
  • End Notes
  • Case 13-1. Evaluating Experimental Designs
  • Case 13-2. Barrie Food Corporation
  • Section D. Sampling
  • Chapter 14. Sampling Fundamentals
  • Learning Objectives
  • Sample or Census
  • Sampling Process
  • Probability Sampling
  • Nonprobability Sampling
  • Shopping Center Sampling
  • Sampling in the International Context
  • Summary
  • Questions and Problems
  • End Notes
  • Case 14-1. Exercises in Sample Design
  • Case 14-2. Talbot Razor Products Company
  • Chapter 15. Sample Size and Statistical Theory
  • Learning Objectives
  • Determining the Sample Size: Ad Hoc Methods
  • Population Characteristics/Parameters
  • Sample Characteristics/Statistics
  • Sample Reliability
  • Interval Estimation
  • Sample Size Question
  • Proportions
  • Coefficient of Variation
  • Stratified Sampling
  • Multistage Design
  • Sequential Sampling
  • Summary
  • Questions and Problems
  • End Notes
  • Cases for Part II
  • Case II-1. Pacific Gas and Electric (A)
  • Case II-2. Currency Concepts International
  • Part III. Data Analysis
  • Chapter 16. Fundamentals of Data Analysis
  • Learning Objectives
  • Preparing the Data for Analysis
  • Strategy for Data Analysis
  • Cross-Tabulations
  • Factors Influencing the Choice of Statistical Technique
  • An Overview of Statistical Techniques
  • Summary
  • Questions and Problems
  • End Notes
  • Appendix
  • Chapter 17. Hypothesis Testing: Basic Concepts and Tests of Associations
  • Learning Objectives
  • The Logic of Hypothesis Testing
  • Steps in Hypothesis Testing
  • Basic Concepts of Hypothesis Testing
  • Cross-Tabulation and Chi-Square
  • Summary
  • Questions and Problems
  • End Notes
  • Case 17-1. Medical Systems Associates: Measuring Patient Satisfaction
  • Chapter 18. Hypothesis Testing: Means and Proportions
  • Learning Objectives
  • Commonly Used Hypothesis Tests in Marketing Research
  • The Probability-Values (p Values) Approach to Hypothesis Testing
  • Effect of Sample Size and Interpretation of Test Results
  • Relationship between Confidence Interval and Hypothesis Testing
  • Analysis of Variance (ANOVA)
  • Summary
  • Questions and Problems
  • End Notes
  • Case 18-1. American Conservatory Theater
  • Case 18-2. Apple Appliance Stores
  • Cases for Part III
  • Case III-1. The Vancouver Symphony Orchestra
  • Case III-2. Pacific Gas and Electric (B)
  • Case III-3. Ralston Development Company
  • Part IV. Special Topics in Data Analysis
  • Chapter 19. Correlation Analysis and Regression Analysis
  • Learning Objectives
  • Correlation Analysis
  • Regression Analysis
  • Summary
  • Questions and Problems
  • End Notes
  • Case 19-1. The Seafood Grotto
  • Case 19-2. Ajax Advertising Agency
  • Case 19-3. Election Research, Inc.
  • Chapter 20. Discriminant and Canonical Analysis
  • Learning Objectives
  • Discriminant Analysis
  • Multiple Discriminant Analysis
  • Summary of Discriminant Analysis
  • Canonical Correlation Analysis
  • Summary of Canonical Correlation Analysis
  • Questions and Problems
  • End Notes
  • Case 20-1. Southwest Utility
  • Chapter 21. Factor and Cluster Analysis
  • Learning Objectives
  • Factor Analysis
  • Summary of Factor Analysis
  • Cluster Analysis
  • Summary of Cluster Analysis
  • Questions and Problems
  • End Notes
  • Case 21-1. Store Image Study
  • Case 21-2. Behavioral Research
  • Chapter 22. Multidimensional Scaling and Conjoint Analysis
  • Learning Objectives
  • Multidimensional Scaling
  • Attribute-based Approaches
  • Summary of MDS
  • Conjoint Analysis
  • Summary of Conjoint Analysis
  • Questions and Problems
  • End Notes
  • Case 22-1. Nester's Foods
  • Case 22-2. Pepsi-Cola
  • Case 22-3. The Electric Truck Case
  • Case 22-4. Fargo Instruments
  • Chapter 23. Presenting the Results
  • Learning Objectives
  • Guidelines for Successful Presentations
  • Written Presentation
  • Oral Presentation
  • Relationship with the Client
  • Summary
  • Questions and Problems
  • End Notes
  • Cases for Part IV
  • Case IV-1. Smith's Clothing (B)
  • Case IV-2. Newfood
  • Part V. Applications
  • Chapter 24. Traditional Applications of Marketing Research: Product, Price, Distribution, and Promotion
  • Learning Objectives
  • New Product Research
  • Pricing Research
  • Distribution Research
  • Promotion Research
  • Summary
  • Questions and Problems
  • End Notes
  • Case 24-1. Brown Microwave
  • Case 24-2. National Chemical Corporation
  • Case 24-3. U.S. Department of Energy (B)
  • Case 24-4. Levi Strauss and Co.
  • Chapter 25. Contemporary Applications of Marketing Research: Competitive Advantage, Brand Equity, Customer Satisfaction, and Total Quality Management
  • Learning Objectives
  • Competitive Advantage
  • Brand Equity
  • Customer Satisfaction
  • Total Quality Management
  • Summary
  • Questions and Problems
  • End Notes
  • Chapter 26. Emerging Applications of Marketing Research: Database Marketing, E-Commerce, and Relationship Marketing
  • Learning Objectives
  • Database Marketing
  • E-Commerce
  • Relationship Marketing
  • Summary
  • Questions and Problems
  • End Notes
  • Appendix. Forecasting
  • End Notes
  • Appendix. Tables
  • A-1.. Standard Normal Cumulative Probability in Right-Hand Tail for Positive Values of z, Areas are Formed by Symmetry
  • A-2.. x[superscript 2] 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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