营销研究 第9版 Marketing Research pdf 在线 2025 epub 免费 书籍 下载

This text takes a "macro-micro-macro" approach toward communicating the intricacies of marketing research and its usefulness to the marketing organization. The book begins with a macro-level treatment of what marketing research is, where it fits within an organization, and how it helps in managerial decision-making. The body of the text takes a micro-level approach, detailing each step of the marketing research process using a decision-oriented perspective. The authors wrap up with a macro-level treatment of the applications of marketing research. As with previous editions, the text provides thorough coverage of the most advanced and current marketing research methodologies, point out their limitations, as well their potential for enhancing research results.

PART I: THE NATURE AND SCOPE OF MARKETING RESEARCH.

　Chapter 1. A Decision-Making Perspective on Marketing Intelligence.

　Chapter 2. Marketing Research in Practice.

　Chapter 3. The Marketing Research Process.

　Chapter 4 Research Design and Implementation.

PART II　DATA COLLECTION

　Chapter 5. Secondary Sources of Marketing Data.

　Chapter 6. Standardized Sources of Marketing Data.

　Chapter 7. Marketing Research on the Internet.

　Chapter 9. Information from Respondents: Issues in Data Collection.

　Chapter 10. Information from Respondents: Survey Methods.

　Chapter 11. Attitude Measurement.

　Chapter 12. Designing the Questionnaire.

　Chapter 13. Experimentation.

　Chapter 14. Sampling Fundamentals.

　Chapter 15. Sample Size and Statistical Theory.

PART III: DATA ANALYSIS.

　Chapter 16 Fundamentals of Data Analysis.

　Chapter 17. Hypothesis Testing: Basic Concepts and Tests of Associations.

　Chapter 18. Hypothesis Testing: Means and Proportions.

　Chapter 19. Correlation Analysis and Regression Analysis.

PART IV: SPECIAL TOPICS IN DATA ANALYSIS.

　Chapter 20. Discriminant and Canonical Analysis.

　Chapter 21. Factor and Cluster Analysis.

　Chapter 22. Multidimensional Scaling and Conjoint Analysis.

　Chapter 23. Presenting the Results.

　Chapter 24. Traditional Applications: Product, Price, Distribution, and Promotion.

　Chapter 25. Contemporary Applications: Competitive Advantage, Brand Equity,

PART V: APPLICATIONS OF MARKETING INTELLIGENCE.

　Chapter 26. Emerging Applications: Database Marketing, E-Commerce, Relationship Marketing, and Customer Intelligence.

Glossary.

Index.

David Aaker is professor of Marketing, Emeritus at the Haas School of Business, University of California Berkeley. He is a leading expert on brand strategy and strategic marketing. He is the author of over seven books for both the practioner and the stude

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