Marketing Research 12th Edition Aaker Test Bank

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Product details:

• ISBN-10 ‏ : ‎ 1119355273
• ISBN-13 ‏ : ‎ 978-1119355274
• Author: David A. Aaker (Author)

Marketing Research, 12th Edition prepares marketing students to make data driven business decisions. With a focus on market intelligence, strategy, theory and application, the authors introduce the latest developments in the field of marketing research and discuss their impact on marketing research applications–all in a macro-micro-macro framework to help students understand the big picture.

Table of contents:

Part I The Nature and Scope of Marketing Research

1 A Decision-Making Perspective on Marketing Intelligence 1

2 Marketing Research in Practice 29

3 The Marketing Research Process 45

4 Research Design and Implementation 68

Part II Data Collection

Section A: Secondary and Exploratory Research

5 Secondary Sources of Marketing Data 96

6 Standardized Sources of Marketing Data 121

7 Marketing Research on the Internet 146

8 Information Collection: Qualitative and Observational Methods 172

Section B: Descriptive Research

9 Information from Respondents:Issues in Data Collection 209

10 Information from Respondents:Survey Methods 226

11 Attitude Measurement 256

12 Designing the Questionnaire 285

Section C: Causal Research

13 Experimentation 314

Section D: Sampling

14 Sampling Fundamentals 345

15 Sample Size and Statistical Theory 373

Part III Data Analysis

16 Fundamentals of Data Analysis 397

17 Hypothesis Testing: Basic Concepts and Tests of Associations 417

18 Hypothesis Testing: Means and Proportions 436

Part IV Special Topics in Data Analysis

19 Correlation Analysis and Regression Analysis 462

20 Discriminant, Factor, and Cluster Analysis 492

21 Multidimensional Scaling and Conjoint Analysis 534

22 Presenting the Results 557

Part V Applications of Marketing Intelligence

23 Marketing-Mix Measures 572

24 Brand and Customer Metrics 617

25 New Age Strategies 639

Appendix A 677

Glossary 703

Index 721

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