- Aaker, David A.
- Kumar, V
- Day, George S.
- 0470050764 (hbk.) :
- 9780470050767 (hbk.)
people who borrowed this, also borrowed:
- Formerly CIP.
- Includes bibliographical references and index.
- PART I: THE NATURE AND SCOPE OF MARKETING RESEARCH.Chapter 1. A Decision-Making Perspective on Marketing Intelligence.Learning Objectives.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.Summary.Questions and Problems.End Notes.Case 1-1: Preteen Market-The Right Place to Be In for Cell Phone Providers?Case 1-2: Best Buy on a Segmentation Spree.Case 1-3: Ethical Dilemmas in Marketing Research.Chapter 2. Marketing Research in Practice.Learning Objectives.Information System, 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: 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-BoxCigarettes.Case 4-2: California Foods Corporation.Case 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.North American Industry 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?Case 5-3: Eddie Bauer: Strategize with Secondary Marketing Data.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.Current Trends in Web Usage.WWWInformation for Marketing Decisions.The Internet and Marketing Research Today.The Internet and Marketing Research Developments.Issues and Concerns.Summary.Questions and Problems.End Notes.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.Case 8-4: Exploratory Research on the Lleyton
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