Marketing Research: a Pacific Rim Edition
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Marketing Research: a Pacific Rim Edition

Marketing Research: a Pacific Rim Edition


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About the Book

This Pacific Rim adaptation of the Aaker, Kumar and Day text Marketing Research has combined the strengths of the original with insights and examples suitable for the Pacific Rim region. The clear focus on marketing research as a tool for helping organisations achieve their goals is maintained, as is the macro-micro approach of reviewing the entire research process before considering each component part in detail. Topics of less interest and relevance to the fundamental practice of marketing and marketing research have been eliminated. Other topics, such as Internet marketing research, have been integrated. New topics, particularly an expanded focus on qualitative research techniques, have been added to position this book as the necessary tool for successfully marching into the new millennium. The text begins with a macro-level treatment of what marketing research is, where it fits within an organisation, and how it helps in managerial decision-making. Here, the marketing research industry is also discussed. Both suppliers and users are briefly treated. The body of the text takes a micro-level approach, detailing each and every step of the marketing research process. In describing the marketing research process, a decision-oriented perspective has been adopted to help students, who are future managers and researchers, make better decisions. Detailed discussions of the process, with numerous examples from the industry, characterise this micro phase.

Table of Contents:
Chapter 1. The Nature & Scope of Marketing Research PART 1: PROBLEM DEFINITION Chapter 2. Defining the Research Problem PART 2: RESEARCH DESIGN Chapter 3. Introduction to Research Design Part 2 - Section A - Secondary & Standardised Sources Chapter 4. Secondary & Standardised Sources of Marketing Data Part 2 - Section B - Exploratory & Qualitative Research Chapter 5. Depth Interviews & Focus Groups Chapter 6. Additional Qualitative Techniques Part 2 - Section C - Descriptive Research Chapter 7. Planning the Survey Chapter 8. Measurement Chapter 9. Questionnaire Design & Administration Part 2 - Section D - Causal Research Chapter 10. Experimentation PART 3: SAMPLING Chapter 11. Sampling Fundamentals Chapter 12. Sample Size PART 4: DATA ANALYSIS Chapter 13. Fundamentals of Data Analysis Chapter 14. Hypothesis Testing: Basic Concepts & Tests of Associations Chapter 15. Hypothesis Testing: Means & Proportions Chapter 16. Correlation Analysis & Regression Analysis Chapter 17. Discriminant Analysis & Canonical Analysis Chapter 18. Factor Analysis & Cluster Analysis Chapter 19. Multidimensional Scaling & Conjoint Analysis PART 5: PRESENTING THE RESULTS Chapter 20. Presenting Research Results Case Study 1: New-product research Case Study 2: Consumer Fashion Brands Case Study 3: Supply Chain Management Case Study 4: Marketing Research in Tourism


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Product Details
  • ISBN-13: 9780470805022
  • Publisher: John Wiley & Sons Inc
  • Publisher Imprint: John Wiley & Sons Inc
  • Weight: 1335 gr
  • ISBN-10: 0470805021
  • Publisher Date: 06 Dec 2004
  • Binding: Paperback


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