Marketing research - Aaker, David A.; Day, George S.; Kumar, V. (New York : Wiley, 2004)
I. The nature scope of marketing research -- 1. A decosion-making perspective on marketing intelligence. -- 2. Marketing research in practice. -- 3. The marketing research process. -- 4. Research design and implementation. -- II. Data collection -- Section A. Secondary and exolanatory research. -- 5. Secondary sources of marketing data. -- 6. Standardized sources of marketing. -- 7. Marketing research on the Internet. -- 8. Information collection: qualitative and observational methods. -- Section B. Descriptive research. -- 9. Information from respondents: issues in data collection. -- 10. Information from respondents: survey methods. -- 11. Attitude measurement. -- 12. Designing the questionnaire. -- Section C. Causal research. -- 13. Experimentation. -- Section D. Sampling. -- 14. Sampling fundamentals. -- 15. Sample size and statistical theory. -- III. Data analysis. -- 16. Fundamentals of data analysis. -- 17. Hypothesis testing: basic concepts and tests of associations. -- 18. Hypothesis testing: means and propotions. -- IV. Special topics in data analysis -- 19. Correlation analysis and regression analysis. -- 20. Discriminant and canonical analysis. -- 21. Factor and cluster analysis. -- 22. Multidimensional scaling and conjoint analysis. -- 23. Presenting the results. -- V. Applications. -- 24. Traditional applications of marketing research: product, price, distribution, and promotion. -- 25. Contemporary applications of marketing research: competitive advantage, brand equity, customer satisfaction, and total quality management. -- 26. Emerging applications of marketing intelligence: direct marketing, database marketing, e-commerce, relationship marketing, and marketing intelligence.
Keywords: Marketing research; Marketing; markkinointitutkimus; markkinointi; tutkimusmenetelmät; markkinatutkimus; analyysi; marknadsforskning; marknadsföring; forskningsmetoder; marknadsundersökning; analys; data collection; marketing research; research methods; data analysis