Marketing Research

Part I The Nature and Scope of Marketing Research
 
1 A Decision-Making Perspective on Marketing Intelligence 1
 
2 Marketing Research in Practice 30
 
3 The Marketing Research Process 47
 
4 Research Design and Implementation 71
 
Part II Data Collection
 
Section A: Secondary and Exploratory Research
 
5 Secondary Sources of Marketing Data 98
 
6 Standardized Sources of Marketing Data 123
 
7 Marketing Research on the Internet 147
 
8 Information Collection: Qualitative and Observational Methods 173
 
Section B: Descriptive Research
 
9 Information from Respondents: Issues in Data Collection 209
 
10 Information from Respondents: Survey Methods 226
 
11 Attitude Measurement 255
 
12 Designing the Questionnaire 284
 
Section C: Causal Research
 
13 Experimentation 313
 
Section D: Sampling
 
14 Sampling Fundamentals 344
 
15 Sample Size and Statistical Theory 372
 
Part III Data Analysis
 
16 Fundamentals of Data Analysis 396
 
17 Hypothesis Testing: Basic Concepts and Tests of Associations 416
 
18 Hypothesis Testing: Means and Proportions 435
 
Part IV Special Topics in Data Analysis
 
19 Correlation Analysis and Regression Analysis 461
 
20 Discriminant, Factor, and Cluster Analysis 491
 
21 Multidimensional Scaling and Conjoint Analysis 533
 
22 Presenting the Results 556
 
Part V Applications of Marketing Intelligence
 
23 Marketing-Mix Measures 571
 
24 Brand and Customer Metrics 613
 
25 New Age Strategies 635
 
Appendix A 673
 
Glossary 699
 
Index 717

David A. 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.