Derzeit nicht verfügbar
Handgeprüfte Gebrauchtware
Bis zu 50 % günstiger als neu
Der Umwelt zuliebe
Optischer Zustand
Beschreibung
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 Dieses Produkt haben wir gerade leider nicht auf Lager.
Handgeprüfte Gebrauchtware
Bis zu 50 % günstiger als neu
Der Umwelt zuliebe
Technische Daten
Erscheinungsdatum
02.02.2007
Sprache
Englisch
EAN
9780470050767
Herausgeber
John Wiley & Sons
Sonderedition
Nein
Autor
David A. Aaker
Seitenanzahl
792
Auflage
9
Einbandart
Gebundene Ausgabe
Autorenporträt
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 student of marketing.
Schlagwörter
Marketing
Inhaltsverzeichnis
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.
SECTION A: SECONDARY AND EXPLORATORY RESEARCH.
Chapter 5. Secondary Sources of Marketing Data.
Chapter 6. Standardized Sources of Marketing Data.
Chapter 7. Marketing Research on the Internet.
Chapter 8. Information Collection: Qualitative and Observational Methods.
SECTION B: DESCRIPTIVE RESEARCH.
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.
SECTION C: CAUSAL RESEARCH.
Chapter 13. Experimentation.
SECTION D: SAMPLING.
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.
Appendix: Tables.
A-1. Standard Normal, Cumulative Probability in Right-Hand Tail for Positive Values of z; Areas Are Formed by Symmetry.
A-2. 2 Critical Points.
A-3. F Critical Points.
A-4. t Cut-off Points for the Student's t-Distribution.
A-5. Procedures for Conducting Univariate and Multivariate Analysis in SPSS.
A-6. Output of Select Tables in SPSS.
Glossary.
Index.
Höhe
255 mm
Breite
21 cm
-.-
Leider noch keine Bewertungen
Leider noch keine Bewertungen
Sicher bei rebuy kaufen
Schreib die erste Bewertung für dieses Produkt!
Wenn du eine Bewertung für dieses Produkt schreibst, hilfst du allen Kund:innen, die noch überlegen, ob sie das Produkt kaufen wollen. Vielen Dank, dass du mitmachst!
Sicher bei rebuy kaufen