Marketing Research

By:

Aaker, David A

Contributor(s):

Material type: Text

TextPublication details: Wiley India Pvt. Ltd. 2019 New DelhiDescription: 610pISBN:

9788126577125

Subject(s):

Marketing - Research

DDC classification:

658.83 AAK

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Holdings
Item type	Current library	Item location	Collection	Call number	Status	Date due	Barcode	Item holds
Book	NIMA Knowledge Centre	6th Floor Reading Zone	General	658.83 AAK (Browse shelf(Opens below))	Available		M0036280

Total holds: 0

Part I: The Nature And Scope Of Marketing Research
1. A Decision-Making Perspective on Marketing Intelligence
2. Marketing Research in Practice
3. The Marketing Research Process
4. Research Design and Implementation
Part II: Data Collection
Section A: Secondary And Exploratory Research
5. Secondary Sources of Marketing Data
6. Standardized Sources of Marketing Data
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: Casual Research
13. Experimentation
Section D: Sampling
14. Sampling Fundamentals
15. Sample Size and Statistical Theory
Part III: Data Analysis
16. Fundamentals of Data Analysis
17. Hypothesis Testing: Basic Concepts and Tests of Associations
18. Hypothesis Testing: Means and Proportions
Part IV: Special Topics In Data Analysis
19. Correlation Analysis and Regression Analysis
20. Discriminant, Factor, and Cluster Analysis
21. Multidimensional Scaling and Conjoint Analysis
22. Structural Equation Modeling
23. Presenting the Results

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