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008			190810b xxu||||| |||| 00| 0 eng d
020			_a9788126577125 _c929
040			_aS.X.U.K
041			_aEnglish
082			_aR 658.83 MAR
245			_aMarketing Research _cDavid A. Aaker; V. Kumar; Robert P. Leone; George S.Day
260			_aNew Delhi _bWiley India Pvt ltd. _cc2019
300			_axvii; 610 _bP.B
500			_aPart I The Nature And Scope Of Marketing Research Chapter 1 A Decision-Making Perspective on Marketing Intelligence An Overview of Business Intelligence Introduction to Marketing Intelligence Marketing Research Role of Marketing Research in Managerial Decision Making Factors that Influence Marketing Research Decisions Use of Marketing Research Ethics in Marketing Research The Respondent’s Ethics and Rights International 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 Chapter 3 The Marketing Research Process Overview of the Marketing Research Process The Preliminary Stages of the Marketing Research Process Planning a New HMO The International Marketing Research Process Chapter 4 Research Design and Implementation Research Approach Research Tactics and Implementation Budgeting and Scheduling the Research Project Research Proposal Designing International Marketing Research Issues in International Research Design Ethical Considerations in Research Cultural Considerations in International Marketing Research Part II Data Collection Section A: Secondary And Exploratory Research Chapter 5 Secondary Sources of Marketing Data Secondary Data Uses of Secondary Data Benefits 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 Chapter 6 Standardized Sources of Marketing Data Retail Store Audits Consumer Purchase Panels Scanner Services and Single-Source Systems Media-Related Standardized Sources Applications of Standardized Sources of Data Chapter 7 Marketing Research on the Internet Current Trends in Web Usage WWW Information for Marketing Decisions The Internet and Marketing Research Today The Internet and Marketing Research Developments Issues and Concerns Chapter 8 Information Collection: Qualitative and Observational Methods Need for Qualitative Research Qualitative Research Methods Observational Methods Recent Applications of Qualitative and Observational Methods Section B: Descriptive Research Chapter 9 Information from Respondents: Issues in Data Collection Information from Surveys Sources of Survey Error Methods of Data Collection Factors Affecting the Choice of a Survey Method Ethical Issues in Data Collection Chapter 10 Information from Respondents: Survey Methods Collecting Data Surveys in the International Context Chapter 11 Attitude Measurement What are Attitudes? The Concept of Measurement and Scaling Types of Attitude Rating Scales General Guidelines for Developing a Multiple-Item Scale Interpreting Attitude Scales Choosing an Attitudinal Scale Accuracy of Attitude Measurements Scales in Cross-National Research Chapter 12 Designing the Questionnaire Planning What to Measure Formatting the Question Question Wording: A Problem of Communication Sequence and Layout Decisions Questionnaire Design for International Research Section C: Casual Research Chapter 13 Experimentation Descriptive versus Experimental Research What Constitutes Causality? Laboratory and Field Experiments Threats to Experimental Validity Issues in Experimental Research Types of Experimental Designs Guidelines for Conducting Experimental Research Limitations of Experiments Section D: Sampling Chapter 14 Sampling Fundamentals Sample or Census Sampling Process Probability Sampling Nonprobability Sampling Chapter 15 Sample Size and Statistical Theory 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 Part III Data Analysis Chapter 16 Fundamentals of Data Analysis Preparing the Data for Analysis Strategy for Data Analysis Cross-Tabulations Factors Influencing the Choice of Statistical Technique An Overview of Statistical Techniques Chapter 17 Hypothesis Testing: Basic Concepts and Tests of Associations The Logic of Hypothesis Testing Steps in Hypothesis Testing Basic Concepts of Hypothesis Testing Cross-Tabulation and Chi-Square Chapter 18 Hypothesis Testing: Means and Proportions Commonly Used Hypothesis Tests in Marketing Research Relationship between Confidence Interval and Hypothesis Testing Analysis of Variance (ANOVA) The Probability-Values (p-Values) Approach to Hypothesis Testing Effect of Sample Size and Interpretation of Test Results Part IV Special Topics In Data Analysis Chapter 19 Correlation Analysis and Regression Analysis Correlation Analysis Regression Analysis Chapter 20 Discriminant, Factor, and Cluster Analysis Discriminant Analysis Multiple Discriminant Analysis Summary of Discriminant Analysis Factor and Cluster Analysis Factor Analysis Summary of Factor Analysis Cluster Analysis Chapter 21 Multidimensional Scaling and Conjoint Analysis Multidimensional Scaling Attribute-Based Approaches Summary of MDS Conjoint Analysis Chapter 22 Structural Equation Modeling Structural Equation Modeling Basic Terminologies Assumptions in SEM Basic Procedure AMOS Chapter 23 Presenting the Results Guidelines for Successful Presentations Written Report Oral Presentation Relationship with the Client Part V Applications Of Marketing Intelligence Chapter 24 Marketing-Mix Measures New-Product Research Pricing Research Distribution Research Promotion Research Total Quality Management Information Requirements for Total Quality Management Chapter 25 Brand and Customer Metrics Competitive Advantage Brand Equity Customer Satisfaction Customer Satisfaction Measurement Process Contemporary Applications of Marketing Intelligence Maximizing Customer Profitability Chapter 26 New Age Strategies and Marketing Research in Rural Markets Database Marketing E-Commerce Mobile Marketing Social Marketing Experiential Marketing Relationship Marketing Recent Developments in Relationship Marketing Word-of-Mouth Marketing Customer Intelligence Understanding Rural Markets Conducting Marketing Research in Rural Markets Considerations in Rural Research Practices Followed in Conducting Rural Research Summary Questions and Problems End Notes Appendix End Notes for Appendix Appendix: Tables A-1. Standard Normal, Cumulative Probability in Right- Hand Tail for Positive Values of z; Areas are Formed by Symmetry A-2. c2 Critical Points A-3. F Critical Points A-4. t Cut-off Points for the Student’s t-Distribution A-5. Procedures for Conducting Univariate and Multivariate Analysis in SPSS A-6. Output of Select Tables in SPSS Glossary Index
650			_aMARKETING RESEARCH
700			_4auth. _aAaker, David A. _aKumar, V. _aLeone, Robert P. _aDay, George S.
942			_cREF