Marketing Research, 11ed, ISV

David A. Aaker

ISBN: 9788126563531

664 pages

INR 889

Description

Marketers now have the opportunity to invest in more data research and take advantage of social networking. The new eleventh edition shows them how to utilize these techniques to compliment traditional methods. The book focuses on international market research and incorporates new case studies to present the latest information in the field. Marketers will also be able to access the book's Web site for a list of readings, links to other key sites, sample datasets for analysis and practice questions after each chapter.

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 Respondents 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 Video cart Test for Best way 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

 

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
  • WWW Information 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 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 Hewitt National Visa Card
  • Case 8-5: Hamilton Beach Conducts Primary Research in Mexico and Europe
  • Mini-Project

 

Part II Data Collection

  • Case 4-1: Reynolds Tobaccos Slide-Box Cigarettes
  • Case 4-2: California Foods Corporation
  • Case for Part I
  • Case I-1: Clover Valley Dairy Company

 

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: 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 Multiple-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: 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: Wine Horizons
  • Case 12-2: Smiths Clothing (A)
  • Case 12-3: Compact Lemon
  • Case 12-4: Project Data: An Urban Transportation Study

 

Section C: Causal Research

Chapter 13 Experimentation

  • Learning Objectives
  • 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
  • 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

 

Part IV Special Topics in Data Analysis 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
  • Case for Part II
  • Case II-1: 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
  • 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
  • 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: Popular Pizzas: Identifying Consumer Preferences

 

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, Factor and Cluster Analysis

  • Learning Objectives
  • Discriminant Analysis
  • Multiple Discriminant Analysis
  • Summary of Discriminant Analysis
  • Factor and Cluster Analysis
  • Factor Analysis
  • Summary of Factor Analysis
  • Cluster Analysis
  • Summary of Cluster Analysis
  • Questions and Problems
  • End Notes
  • Case 20-1: Southwest Utility
  • Case 20-2: Store Image Study
  • Case 20-3: Behavioral Research

 

Chapter 21 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 21-1: Nesters Foods
  • Case 21-2: Pepsi-Cola
  • Case 21-3: The Electric Truck Case
  • Case 21-4: Fargo Instruments

 

Chapter 22 Presenting the Results

  • Learning Objectives
  • Guidelines for Successful Presentations
  • Written Report
  • Oral Presentation
  • Relationship with the Client
  • Summary
  • Questions and Problems
  • End Notes
  • Cases for Part IV
  • Case IV-1: Smiths Clothing (B)
  • Case IV-2: New food

 

Chapter 23 Marketing-Mix Measures

  • Learning Objectives
  • New-Product Research
  • Pricing Research
  • Distribution Research
  • Promotion Research
  • Total Quality Management
  • Information Requirements for Total Quality Management
  • Summary
  • Questions and Problems
  • End Notes
  • Case 23-1: Brown Microwave
  • Case 23-2: National Chemical Corporation
  • Case 23-3: U.S. Department of Energy (B)
  • Case 23-4: Hokey Pokey is Born in India

 

Chapter 24 Brand and Customer Metrics

  • Learning Objectives
  • Competitive Advantage
  • Brand Equity
  • Customer Satisfaction
  • Customer Satisfaction Measurement Process
  • Contemporary Applications of Marketing Intelligence
  • Maximizing Customer Profitability
  • Summary
  • Questions and Problems
  • End Notes

 

Part V Applications of Marketing Intelligence

Chapter 25 Database Marketing, E-Commerce, Relationship Marketing and Customer Intelligence

  • Learning Objectives
  • Database Marketing
  • E-Commerce
  • Mobile Marketing
  • Social Marketing
  • Experiential Marketing
  • Relationship Marketing
  • Recent Developments in Relationship Marketing
  • Word-of-Mouth Marketing
  • Customer Intelligence
  • 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. X2 Critical Points

A-3. F Critical Points

A-4. t Cut-off Points for the Students t-Distribution

A-5. Procedures for Conducting Univariate and Multivariate Analysis in SPSS

A-6. Output of Select Tables in SPSS

Glossary

Index