Marketing Research

Partial table of contents: THE NATURE AND SCOPE OF MARKETING RESEARCH. Marketing Research in Practice. The Marketing Research Process. Research Design and Implementation. DATA COLLECTION. Secondary Sources of Marketing Data. Information Collection: Qualitative and Observational Methods. Information from Respondents: Issues in Data Collection. Attitude Measurement. Designing the Questionnaire. Experimentation. Sampling Fundamentals. Sample Size and Statistical Theory. DATA ANALYSIS. Hypothesis Testing: Basic Concepts and Tests of Associations. Hypothesis Testing: Means and Proportions. SPECIAL TOPICS IN DATA ANALYSIS. Factor and Cluster Analysis. Presenting the Results. APPLICATIONS. Traditional Applications of Marketing Research: Product and Price. Applications of Marketing Research in the Nineties. Appendix. Glossary. Index.Aaker, David A. is the author of 'Marketing Research' with ISBN 9780471552543 and ISBN 0471552542.