TY  - BOOK
AU  - Aaker,David A.
AU  - Kumar,V.
AU  - Day,George S.
TI  - Marketing research
SN  - 0470050764 (cloth)
AV  - HF5415.2 .A14 2006
PY  - 2007///
CY  - Hoboken, NJ
PB  - Wiley
KW  - Marketing research
N1  - Includes bibliographical references and index; PART I: THE NATURE AND SCOPE OF MARKETING RESEARCH. Chapter 1. A Decision-Making Perspective on Marketing Intelligence. Learning Objectives. An Overview of Business Intelligence. Introduction to Marketing Intelligence. Marketing Research. Role of Marketing Research in Managerial Decision Making. Factors That Influence Marketing Research Decisions. Use of Marketing Research. Ethics in Marketing Research. The Respondent's Ethics and Rights. International Marketing Research. Summary. Questions and Problems. End Notes. Case 1-1: Preteen Market-The Right Place to Be In for Cell Phone Providers? Case 1-2: Best Buy on a Segmentation Spree. Case 1-3: Ethical Dilemmas in Marketing Research. Chapter 2. Marketing Research in Practice. Learning Objectives. Information System, Decision Support Systems, and Marketing Research. Marketing Decision Support Systems. Suppliers of Information. Criteria for Selecting External Suppliers. The International Marketing Research Industry. Career Opportunities in Marketing Research. Summary. Questions and Problems. End Notes. Appendix: Marketing Research Jobs. Chapter 3. The Marketing Research Process. Learning Objectives. Overview of the Marketing Research Process. The Preliminary Stages of the Marketing Research Process. Planning a New HMO. The International Marketing Research Process. Summary. Questions and Problems. End Notes. Appendix: The Value of Research Information Using Bayesian Decision Theory. Case 3-1: A VideOcart Test for Bestway Stores. Case 3-2: Sperry/MacLennan Architects and Planners. Case 3-3: Philip Morris Enters Turkey. Chapter 4 Research Design and Implementation. Learning Objectives. Research Approach. Research Tactics and Implementation. Budgeting and Scheduling the Research Project. Research Proposal. Designing International Marketing Research. Issues in International Res
N2  - 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 marketing research process using a decision oriented perspective. The authors wrap up with a macro level treatment of the applications of marketing research. As with previous editions, the text provides thorough coverage of the most advanced and current marketing research methodologies, point out their limitations, as well their potential for enhancing research results
ER  -