Marketing research:
Gespeichert in:
| Beteiligte Personen: | , , |
|---|---|
| Format: | Buch |
| Sprache: | Englisch |
| Veröffentlicht: |
New York [u.a.]
Wiley
1998
|
| Ausgabe: | 6. ed. |
| Schlagwörter: | |
| Links: | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=007932683&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| Umfang: | XVI, 776 S. Ill., graph. Darst. |
| ISBN: | 0471170690 |
Internformat
MARC
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| 245 | 1 | 0 | |a Marketing research |c David A. Aaker ; V. Kumar ; George S. Day |
| 250 | |a 6. ed. | ||
| 264 | 1 | |a New York [u.a.] |b Wiley |c 1998 | |
| 300 | |a XVI, 776 S. |b Ill., graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 650 | 7 | |a Marketing - Recherche |2 ram | |
| 650 | 7 | |a Marketing |2 gtt | |
| 650 | 7 | |a Marktanalyse |2 gtt | |
| 650 | 7 | |a Marktonderzoek |2 gtt | |
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Datensatz im Suchindex
| _version_ | 1819265996389613568 |
|---|---|
| adam_text | BRIEF CONTENTS
PARTI
Nature and Scope of Marketing
Research
Chapter 1 A Decision Making Perspective
on Marketing Research, 2
Chapter 2 Marketing Research in
Practice, 22
Chapter 3 The Marketing Research
Process, 41
Chapter 4 Research Design and
Implementation, 71
PART II
Data Collection
Chapter 5 Secondary Sources of Marketing
Data, 205
Chapter 6 Standardized Sources of
Marketing Data, 132
Chapter 7 Marketing Research on the
Internet, 260
Chapter 8 Information Collection:
Qualitative and Observational Methods, 286
Chapter 9 Information from Respondents:
Issues in Data Collection, 227
Chapter 10 Information from Respondents:
Survey Methods, 234
Chapter 11 Attitude Measurement, 272
Chapter 12 Designing the Questionnaire, 306
Chapter 13 Experimentation, 337
Chapter 14 Sampling Fundamentals, 372
Chapter 15 Sample Size and Statistical
Theory, 405
PART III
Data Analysis
Chapter 16 Fundamentals of Data
Analysis, 438
Chapter 17 Hypothesis Testing: Basic
Concepts and Tests of Associations, 463
Chapter 18 Hypothesis Testing: Means and
Proportions, 482
PART IV
Special Topics in Data Analysis
Chapter 19 Correlation Analysis and
Regression Analysis, 523
Chapter 20 Discriminant and Canonical
Analysis, 559
Chapter 21 Factor and Cluster Analysis, 582
Chapter 22 Multidimensional Scaling and
Conjoint Analysis, 625
Chapter 23 Presenting the Results, 645
PART V
Applications
Chapter 24 Traditional Applications of
Marketing Research: Product Price,
Distribution, and Promotion, 664
Chapter 25 Contemporary Applications of
Marketing Research, 706
Chapter 26 Emerging Applications of
Marketing Research: Database Marketing and
Relationship Marketing, 732
Appendix: Tables, 749
Standard Normal Probabilities, 749
X1 Critical Points, 750
F Critical Points, 752
t Critical Points, 755
Glossary, 757
Index, 767
CONTENTS
PART I NATURE AND SO
Chapter 1 A Decision Making Perspective
on Marketing Research, 1
Learning Objectives, 1
Introduction, 1
Chevrolet Cavalier: Model of U.S. and Japan
Cooperation?, 1 The Personal Handyphone System in
Japan, 2 Store Specific Marketing, 3
Role of Marketing Research in Managerial Decision
Making, 4
Situation Analysis, 4 Strategy Development, 6
Marketing Program Development, 9
Implementation, 10
Factors that Influence Marketing Research
Decisions, 11
Relevance, 11 Type and Nature of Information
Sought, 12 Timing, 12 Availability of Resources,
12 Cost Benefit Analysis, 12
Use of Marketing Research, 13
Does Marketing Research Guarantee Success?, 13
y Ethics in Marketing Research, 14
The Sponsor s Ethics, 14 The Supplier s Ethics, 16
Abuse of Respondents, 17
The Respondent s Ethics and Rights, 17
International Marketing Research, 17
Summary, 19
Questions and Problems, 19
End Notes, 20
Case 1 1: Ethical Dilemmas in Marketing
Research, 21
Chapter 2 Marketing Research in Practice, 22
Learning Objectives, 22
Information Systems, Decision Support Systems, and
Marketing Research, 23
Databases, 23 Decision Support Systems, 24
Applying Information Systems to Marketing Research, 25
Marketing Decision Support Systems, 25
Characteristics of a MDSS, 26 Database, 27
Reports and Displays, 27 Analysis Capabilities, 28
Models, 29 Gaining Insights from a MDSS, 29
Suppliers of Information, 31
Ix
OPE OF MARKETING RESEARCH
Corporate I In House Marketing Research, 31 External
Suppliers of the Research Industry, 33 Type and
Nature of Services, 35
Criteria for Selecting External Suppliers, 36
The International Marketing Research Industry, 37
Career Opportunities in Marketing Research, 38
Summary, 38
Questions and Problems, 38
End Notes, 38
Appendix: Marketing Research Jobs, 40
Chapter 3 The Marketing Research Process, 41
Learning Objectives, 41
Overview of the Marketing Research Process, 41
The Preliminary Stages of the Marketing Research
Process, 42
Step 1—Research Purpose, 42 Step 2—Research
Objective, 48 Step 3—Estimating the Value of
Information, 53
Planning a New HMO, 54
The International Marketing Research Process, 57
Framing Research Questions in an International
Environment, 58
Summary, 59
Questions and Problems, 60
End Notes, 62
Appendix: The Value of Research Information Using
Bayesian Decision Theory, 63
Case 3 1: A VideOcart Test for Bestway Stores, 65
Case 3 2: Sperry/MacLennan Architects and
Planners, 66
Case 3 3: Phillips Electronics NV, 69
Chapter 4 Research Design
and Implementation, 71
Learning Objectives, 71
Research Approach, 73
Types of Research, 73 Detective Funnel, 76 Data
Collection Methods, 77 Choosing a Research
Approach for the HMO Study, 78
Research Tactics and Implementation, 80
Measurement, 80 Sampling Plan, 80
Anticipating the Analysis, 80 Analysis of Value
versus Cost and Time Involved, 81 Errors in
Research Design, 81
Budgeting and Scheduling the Research Project, 82
Research Proposal, 83
Basic Contents of a Proposal, 84
Designing International Marketing Research, 86
Issues in International Research Design, 86
Determining Information Requirements, 88 Unit of
Analysis, 88 Construct, Measurement, Sample, and
Analysis Equivalence, 88
Summary, 89
Questions and Problems, 90
End Notes, 91
Appendix: Errors in Research Design, 92
Case 4 1: Reynolds Tobacco s Slide Box
Cigarettes, 94
Case 4 2: California Foods Corporation, 98
Cases for Part 1,102
Case 1 1: Clover Valley Dairy Company, 102
PART II DATA COLLECTIO
Chapter 5 Secondary Sources
of Marketing Data, 205
Learning Objectives, 105
Secondary Data, 106
Uses of Secondary Data, 206
Benefits of Secondary Data, 107
Limitations of Secondary Data, 107
Internal Sources of Secondary Data, 208
Internal Records, 108 Using Internal Data
Effectively, 109 Customer Feedback,
110 Customer Database, 110
External Sources of Secondary Data, 210
Published Data Sources, 110 Computer Retrievable
Databases, 113 Accessing Computer Retrievable
Databases, 116 Advantages of Computer Retrievable
Methods, 116 Limitations of Computer Retrievable
Methods, 116
Census Data, 118
Understanding the Census, 118
Standard Industrial Classification System, 120
Appraising Secondary Sources, 222
Applications of Secondary Data, 222
Demand Estimation, 222 Monitoring the
Environment, 123 Segmentation and Targeting, 123
Developing a Business Intelligence System, 125
Sources of Secondary Data for International
Marketing Research, 225
Problems Associated with Secondary Data in
International Research, 226
Data Accuracy, 126 Comparability of Data, 126
Applications of Secondary Data in International
Research, 227
X
N
Summary, 128
Questions and Problems, 128
End Notes, 229
Case 5 1: Barkley Foods, 130
Chapter 6 Standardized Sources
of Marketing Data, 132
Learning Objectives, 132
Retail Store Audits, 133
Nielsen Retail Index, 133
Consumer Purchase Panels, 134
Advantages of Consumer Panels, 135 Limitations of
Consumer Panels, 137
Scanner Services and Single Source Systems, 138
Scanner Based Audit Services, 138 Single Source
Systems, 140
Media Related Standardized Sources, 245
Nielsen Television Index, 145 Arbitron Diary Panel,
145 Starch Scores, 146 Multimedia Services, 146
Applications of Standardized Sources of Data, 247
Measuring Product Sales and Market Share, 147
Measuring Advertisement Exposure and Effectiveness,
148 Measuring Promotion Effectiveness, 148
Estimation and Evaluation of Models, 148
Summary, 248
Questions and Problems, 249
End Notes, 250
Case 6 1: Promotion of Rocket Soups, 252
Case 6 2: Kerry Gold Products, Ltd., 255
Case 6 3: Paradise Foods, 255
Chapter 7 Marketing Research
on the Internet, 260
Learning Objectives, 260
What Is the Internet, 262
Characteristics of the Internet, 262
WWW Information for Marketing Decisions, 164
The Internet and Marketing Research Today, 267
Primary Research, 168 Secondary Research, 170
Custom Search Service, 172 Agents, 172 Free
Information Providers, 173 How to Search for
Information on the Web, 175 International Marketing
Research, 176
The Internet and Marketing Research Developments,
277
Intranets, 179 Speed, 179 The Future of the
Internet, 180
Summary, 180
Questions and Problems, 280
End Notes, 282
Appendix: The Components of the Internet, 282
Chapter 8 Information Collection: Qualitative
and Observational Methods, 186
Learning Objectives, 286
Need for Qualitative Research, 286
Qualitative Research Methods, 287
Use of Computers in Qualitative Research, 188
Individual In Depth Interviews, 189 Focus Group
Discussions, 191 Projective Techniques, 198
Limitations of Qualitative Methods, 203
Observational Methods, 204
Direct Observation, 204 Contrived Observation, 205
Content Analysis, 205 Physical Trace
Measures, 206 Humanistic Inquiry, 206
Behavior Recording Devices, 206 Limitations of
Observational Methods, 208
Recent Applications of Qualitative and
Observational Methods, 209
Summary, 220
Questions and Problems, 220
End Notes, 222
Case 8 1: Mountain Bell Telephone Company, 223
Case 8 2: U.S. Department of Energy (A), 225
Case 8 3: Acura, 225
Chapter 9 Information from Respondents:
Issues in Data Collection, 217
Learning Objectives, 227
Information from Surveys, 227
Sources of Survey Error, 228
xi
Nonresponse Errors due to Refusals, 219 Inaccuracy
in Response, 220 Interviewer Error, 222
Methods of Data Collection, 223 .
Factors Affecting the Choice of a Survey Method, 225
Sampling, 225 Type of Population, 226 Question
Form, 226 Question Content, 226 Response
Rates, 227 Costs, 227 Available Facilities,
227 Duration of Data Collection, 228
Ethical Issues in Data Collection, 228
Summary, 230
Questions and Problems, 230
End Notes, 232
Case 9 1: Essex Markets (A), 232
Case 9 2: More Ethical Dilemmas in Marketing
Research, 233
Chapter 10 Information from Respondents:
Survey Methods, 234
Learning Objectives, 234
Collecting Data, 234
Personal Interviewing, 234 Telephone Interviewing,
239 Mail Surveys, 243 Combinations of Survey
Methods, 249 Trends in Survey Research, 251
Choice of Survey Methods for HMO Study, 255
Surveys in the International Context, 258
Personal Interviews, 258 Telephone Interviews,
258 Mail Surveys, 259
Summary, 260
Questions and Problems, 261
End Notes, 263
Case 10 1: Project DATA: An Urban Transportation
Study, 264
Case 10 2: Roland Development Corp., 267
Chapter 11 Attitude Measurement, 272
Learning Objectives, 272
What Are Attitudes?, 273
Cognitive or Knowledge Component, 273 Affective or
Liking Component, 273 Intention or Action
Component, 274
The Concept of Measurement and Scaling, 274
Properties of Measurement Scales, 274
Types of Attitude Rating Scales, 277
Single Item Scales, 278 Multiple Item Scales, 285
Continuous Rating Scales, 290
General Guidelines for Developing a Multiple Item
Scale, 290
Interpreting Attitude Scales, 292
Choosing an Attitudinal Scale, 292
Accuracy of Attitude Measurements, 295
Validity, 295 Reliability, 296 Sensitivity, 297
Generalizability, 297 Relevancy, 297
Scales in Cross National Research, 298
Summary, 298
Questions and Problems, 299
End Notes, 302
Case 11 1: Wine Horizons, 302
Case 11 2: National Kitchens, 304
Chapter 12 Designing the Questionnaire, 306
Learning Objectives, 306
Planning What to Measure, 307
Translating Research Objectives into Information
Requirements, 308
Formatting the Question, 309
Open Response Questions, 309 Closed Response
Questions, 311 Using Both Open Response and
Closed Response Questions, 315
Question Wording: A Problem of
Communication, 315
Asking Sensitive Questions, 318
Sequence and Layout Decisions, 320
Order Bias: Does the Question Create the Answer?, 321
Pretesting and Correcting Problems, 323
Pretest Design, 324 Role of the Pretest, 326
Questionnaire Design for International Research, 326
Choosing the Questions Format for Cross National
Research, 326 Problems Faced in Wording Questions
for International Research, 327
Summary, 329
Questions and Problems, 330
End Notes, 334
Case 12 1: Essex Markets (B), 335
Case 12 2: Smith s Clothing (A), 335
Case 12 3: Compact Lemon, 336
Chapter 13 Experimentation, 337
Learning Objectives, 337
Descriptive versus Experimental Research, 338
What Are Causal Relationships?, 338 Limitations of
Descriptive Designs, 339
What Constitutes Causality?, 340
Direction of Causation Issue, 340 Conditions for
Valid Causal Inferences, 341
Issues in Experimental Research, 342
Basic Symbols and Notations, 342
Types of Experimental Designs, 344
Classical Designs, 344 Statistical Designs, 351
Laboratory and Field Experiments, 358
xii
Threats to Experimental Validity, 360
Threats to Internal Validity, 360 Threats to External
Validity, 361
Guidelines for Conducting Experimental
Research, 363
Common Misuses of Experimental Research in
Marketing, 364
Limitations of Experiments, 364
Cost, 364 Security, 365 Implementation
Problems, 365 Uncertain Persistency of Results, 366
Summary, 366
Questions and Problems, 367
End Notes, 369
Case 13 1: Evaluating Experimental Designs, 370
Case 13 2: Barrie Food Corporation, 372
Chapter 14 Sampling Fundamentals, 372
Learning Objectives, 372
Sample or Census, 372
When a Census Is Appropriate, 373 When a Sample
Is Appropriate, 373 Error in Sampling, 373
Sampling Process, 374
Determining the Target Population, 374 Determining
the Sampling Frame, 377 Selecting a Sampling
Procedure, 380
Probability Sampling, 381
Selecting the Probability Sample, 381 Multistage
Design, 387
Nonprobability Sampling, 389
Judgmental Sampling, 389 Snowball Sampling, 390
Convenience Sampling, 390 Quota Sampling, 390
Determining the Sample Size, 392 Nonresponse
Problems, 392
Shopping Center Sampling, 394
Shopping Center Selection, 394 Sample Locations
within a Center, 394 Time Sampling, 395
Sampling People versus Shopping Visits, 395
Sampling in the International Context, 396
Selecting the Sampling Frame, 396 Sampling
Procedure, 397
Summary, 398
Questions and Problems, 399
End Notes, 401
Case 14 1: Exercises in Sample Design, 402
Case 14 2: Talbot Razor Products Company, 402
Chapter 15 Sample Size
and Statistical Theory, 405
Learning Objectives, 405
Determining the Sample Size: Ad Hoc Methods, 405
Rules of Thumb, 406 Budget Constraints, 406
Comparable Studies, 406 Factors Determining
Sample Size, 407
Population Characteristics/Parameters, 407
Sample Characteristics/Statistics, 408
Sample Reliability, 410
Interval Estimation, 412
Sample Size Question, 413
Determining the Population Standard Deviation, 415
Proportions, 415
Several Questions, 418
Stratified Sampling, 418
Multistage Design, 420
Sequential Sampling, 420
Summary, 421
Questions and Problems, 421
End Notes, 424
Cases for Part II, 426
Case II l: Pacific Gas Electric (A), 426
Case II 2: Currency Concepts International, 433
PART III DATA ANALYSIS
Chapter 16 Fundamentals of Data Analysis, 438
Learning Objectives, 438
Preparing the Data for Analysis, 439
Data Editing, 439 Coding, 440 Statistically
Adjusting the Data, 442
Strategy for Data Analysis, 444
Tabulation: Frequency Distribution, 444 Tabulation:
Descriptive Statistics, 446 Difference between Means
or Percentages, 447
Cross Tabulations, 448
Factors Influencing the Choice of Statistical
Technique, 450
Type of Data, 450 Research Design, 450
Assumptions Underlying Test Statistic, 452
An Overview of Statistical Techniques, 453
Presenting the Results, 457
Summary, 457
Questions and Problems, 458
End Notes, 459
Appendix: Choice of a Statistical Package, 460
Chapter 17 Hypothesis Testing: Basic
Concepts and Tests of Associations, 462
Learning Objectives, 461
The Logic of Hypothesis Testing, 462
An Illustrative Example, 462
Steps in Hypothesis Testing, 463
Basic Concepts of Hypothesis Testing, 463
The Null and Alternative Hypotheses, 463 Choosing
the Relevant Statistical Test and the Appropriate
Probability Distribution, 464 Choosing the Critical
Value, 465
Cross Tabulation and Chi Square, 468
xiii
The Concept of Statistical Independence, 468 Chi
Square as a Test of Independence, 469 Measures of
Associations for Nominal Variables, 473 The Chi
Square Goodness of Fit Test, 476
Summary, 477
Questions and Problems, 478
End Notes, 479
Case 17 1: Medical Systems Associates: Measuring
Patient Satisfaction, 480
Chapter 18 Hypothesis Testing: Means
and Proportions, 482
Learning Objectives, 482
Commonly Used Hypothesis Tests in Marketing
Research, 483
Testing Hypothesis about a Single Mean, 483
Hypothesis Testing for Differences between Means, 486
Hypothesis Testing of Proportions, 489 Hypothesis
Testing of Difference between Proportions, 491
The Probability Values (p Values) Approach to
Hypothesis Testing, 492
Effect of Sample Size and Interpretation of Test
Results, 493
Relationship between Confidence Interval and
Hypothesis Testing, 493
Analysis of Variance (ANOVA), 495
One Factor Analysis of Variance, 496 Expanding the
ANOVA Table, 500
Summary, 503
Questions and Problems, 504
End Notes, 506
Case 18 1: American Conservatory Theater, 506
Case 18 2: Apple Appliance Stores, 509
Cases for Part HI, 511
Case III l: The Vancouver Symphony Orchestra, 511
Case III 2: Pacific Gas Electric (B), 516
Case IH 3: Ralston Development Company, 519
PART IV SPECIAL TOPICS
Chapter 19 Correlation Analysis
and Regression Analysis, 523
Learning Objectives, 523
Correlation Analysis, 524
Simple Correlation Coefficient, 524 Testing the
Significance of the Correlation Coefficient, 528 Partial
Correlation Coefficient, 528
Regression Analysis, 529
Simple Linear Regression Model, 530 Multiple
Regression, 538 Parameter Interpretation in Multiple
Regression, 543 Tests of Significance and Their
Interpretations, 543 Interactions, 548 Analyzing
Residuals, 548 Predictive Validity, 549
Regression with Dummy Variables, 549
Summary, 550
Questions and Problems, 552
End Notes, 555
Case 19 1: The Seafood Grotto, 556
Case 19 2: Ajax Advertising Agency, 557
Case 19 3: Election Research, Inc., 558
Chapter 20 Discriminant and Canonical
Analysis, 559
Learning Objectives, 559
Discriminant Analysis, 559
Objectives, 559 Basic Concept, 560 Methodology,
561 Group Assignment, 563 Comparing
Regression and Discriminant Analysis, 564
Application, 564 Estimation, 564 Determination
of Significance, 567 Interpretation, 567
Classification and Validation, 568
Multiple Discriminant Analysis, 569
Application, 569 Discussion of Results, 569
Summary of Discriminant Analysis, 572
Canonical Correlation Analysis, 573
Application, 573 Discussion of Results, 574
Summary of Canonical Correlation Analysis, 577
Questions and Problems, 577
End Notes, 579
Case 20 1: Southwest Utility, 580
xiv
IN DATA ANALYSIS
Chapter 21 Factor and Cluster Analysis, 582
Learning Objectives, 582
Factor Analysis, 583
Purpose, 583 Methodology, 583 A Geometric
Perspective, 584 Principal Component Analysis,
585 Common Factor Analysis, 593
Summary of Factor Analysis, 595
Cluster Analysis, 596
Problem Definition, 597 Measures of Similarity, 597
Clustering Approach, 598 Number of Clusters,
606 Evaluating and Profiling the Clusters, 606
Statistical Inference, 607
Summary of Cluster Analysis, 607
Questions and Problems, 608
End Notes, 609
Case 21 1: Store Image Study, 620
Case 21 2: Behavioral Research, 610
Chapter 22 Multidimensional Scaling
and Conjoint Analysis, 625
Learning Objectives, 625
Multidimensional Scaling, 625
Attribute Based Approaches, 626
Factor Analysis, 616 Discriminant Analysis, 617
Comparing Factor and Discriminant Analysis, 617
Introducing Importance Weights, 618 Correspondence
Analysis, 618 Basic Concepts of MDS, 619
Evaluating the MDS Solution, 619 Application of
MDS with Nonattribute Data, 621 Issues in MDS,
625
Summary of MDS, 626
Conjoint Analysis, 627
Overview of Conjoint Analysis, 628 Interpreting
Attribute Importance, 629 Collecting Trade off Data,
630 Comparing Data Collection Approaches, 632
Analyzing and Interpreting the Data, 632 Validity
Issues, 634 Application Issues, 634
Summary of Conjoint Analysis, 636
Questions and Problems, 636
End Notes, 638
Case 22 1: Nester s Foods, 639
Case 22 2: Pepsi Cola, 639
Case 22 3: The Electric Truck Case, 643
Case 22 4: Fargo Instruments, 643
Chapter 23 Presenting the Results, 645
Learning Objectives, 645
Guidelines for Successful Presentations, 646
Communicate to a Specific Audience, 646 Structure
the Presentation, 646 Create Audience Interest, 648
Be Specific and Visual, 649 Address Issues of
Validity and Reliability, 650
Written Presentation, 651
The Organization of the Report, 653
Oral Presentation, 655
Don t Read, 655 Use Visual Aids, 656 Make
Sure the Start Is Positive, 657 Avoid Distracting the
Audience, 657 Involve the Audience, 657
Relationship with the Client, 658
Summary, 658
Questions and Problems, 658
End Notes, 659
Cases for Part IV, 660
Case IV 1: Smith s Clothing (B), 660
Case IV 2: Newfood, 660
PART V APPLICATIONS
Chapter 24 Traditional Applications
of Marketing Research: Product, Price,
Distribution, and Promotion, 664
Learning Objectives, 664
New Product Research, 665
Concept Generation, 665 Product Evaluation and
Development, 669 Test Marketing, 673 Really
New Products, 675
Pricing Research, 677
Research for Skimming Pricing, 677 Research for
Penetration Pricing, 678
Distribution Research, 678
Warehouse and Retail Location Research, 680
Number and Location of Sales Representatives, 684
Promotion Research, 686
Advertising Research, 686 Purchase Behavior, 689
Tracking Studies, 691 Diagnostic Testing, 691
Copy Test Validity, 692 Budget Decision, 693
Media Research, 693 Sales Promotion Research, 694
Summary, 696
Questions and Problems, 697
End Notes, 700
Case 24 1: Brown Microwave, 701
Case 24 2: National Chemical Corporation, 702
Case 24 3: U.S. Department of Energy (B), 702
Case 24 4: Levi Strauss Co., 703
Chapter 25 Contemporary Applications
of Marketing Research, 706
Learning Objectives, 706
Competitive Advantage, 707
XV
Assessing Competitive Advantage, 707
Brand Equity, 709
Research Questions under Brand Equity, 709
Measuring Brand Equity, 711
Customer Satisfaction, 715
Customer Satisfactwn Measurement Process, 716
Total Quality Management, 720
Information Requirements for Total Quality
Management, 721 Quality Function Deployment, 726
Summary, 728
Questions and Problems, 729
End Notes, 730
Chapter 26 Emerging Applications
of Marketing Research: Database Marketing
and Relationship Marketing, 731
Learning Objectives, 731
Database Marketing 732
What Is a Database?, 732 The Need for Databases,
732 Elements of a Database, 734 Using
Marketing Databases for Marketing Intelligence,
735 Ways to Gather Consumer Data, 735 Types
of Databases, 736 Value Added Databases, 737
Benefits of Database Marketing, 741
Relationship Marketing, 742
Three Keys to Relationship Marketing, 742
Summary, 743
Questions and Problems, 744
End Notes, 744
Appendix: Forecasting, 744
Qualitative Methods, 745 Quantitative Methods, 745
Appendix: Tables, 749
Standard Normal Probabilities, 749
X2 Critical Points, 750
F Critical Points, 752
t Critical Points, 755
Glossary, 757
Index, 767
|
| any_adam_object | 1 |
| author | Aaker, David A. 1938- Kumar, V. 1957- Day, George S. 1937- |
| author_GND | (DE-588)123018641 (DE-588)131395319 (DE-588)120168537 |
| author_facet | Aaker, David A. 1938- Kumar, V. 1957- Day, George S. 1937- |
| author_role | aut aut aut |
| author_sort | Aaker, David A. 1938- |
| author_variant | d a a da daa v k vk g s d gs gsd |
| building | Verbundindex |
| bvnumber | BV011755152 |
| callnumber-first | H - Social Science |
| callnumber-label | HF5415 |
| callnumber-raw | HF5415.2 |
| callnumber-search | HF5415.2 |
| callnumber-sort | HF 45415.2 |
| callnumber-subject | HF - Commerce |
| classification_rvk | QP 611 |
| ctrlnum | (OCoLC)845439946 (DE-599)BVBBV011755152 |
| dewey-full | 658.8/3 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8/3 |
| dewey-search | 658.8/3 |
| dewey-sort | 3658.8 13 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 6. ed. |
| format | Book |
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| id | DE-604.BV011755152 |
| illustrated | Illustrated |
| indexdate | 2024-12-20T10:18:07Z |
| institution | BVB |
| isbn | 0471170690 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-007932683 |
| oclc_num | 845439946 |
| open_access_boolean | |
| owner | DE-19 DE-BY-UBM DE-473 DE-BY-UBG DE-N2 DE-706 DE-188 DE-M382 |
| owner_facet | DE-19 DE-BY-UBM DE-473 DE-BY-UBG DE-N2 DE-706 DE-188 DE-M382 |
| physical | XVI, 776 S. Ill., graph. Darst. |
| publishDate | 1998 |
| publishDateSearch | 1998 |
| publishDateSort | 1998 |
| publisher | Wiley |
| record_format | marc |
| spellingShingle | Aaker, David A. 1938- Kumar, V. 1957- Day, George S. 1937- Marketing research Marketing - Recherche ram Marketing gtt Marktanalyse gtt Marktonderzoek gtt Marketing research Marketingforschung (DE-588)4200055-5 gnd Marktforschung (DE-588)4037630-8 gnd |
| subject_GND | (DE-588)4200055-5 (DE-588)4037630-8 |
| title | Marketing research |
| title_auth | Marketing research |
| title_exact_search | Marketing research |
| title_full | Marketing research David A. Aaker ; V. Kumar ; George S. Day |
| title_fullStr | Marketing research David A. Aaker ; V. Kumar ; George S. Day |
| title_full_unstemmed | Marketing research David A. Aaker ; V. Kumar ; George S. Day |
| title_short | Marketing research |
| title_sort | marketing research |
| topic | Marketing - Recherche ram Marketing gtt Marktanalyse gtt Marktonderzoek gtt Marketing research Marketingforschung (DE-588)4200055-5 gnd Marktforschung (DE-588)4037630-8 gnd |
| topic_facet | Marketing - Recherche Marketing Marktanalyse Marktonderzoek Marketing research Marketingforschung Marktforschung |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=007932683&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT aakerdavida marketingresearch AT kumarv marketingresearch AT daygeorges marketingresearch |