Marketing research /
By: Aaker, David A
Title By: Day, George S
Material type:
BookPublisher: Milton, Qld. : John Wiley & Sons Australia, 2005.Edition: Pacific Rim ed.Description: xviii, 686 p. : ill., graphs, tables ; 25 cm.ISBN: 0470805021Program: MARK202 MARK205Subject(s): Marketing research -- TextbooksDDC classification: 0
| Item type | Home library | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|
| REGULAR | University of Wollongong in Dubai Main Collection | 658.83 AA MA (Browse shelf) | Available | T0032275 | ||
| REGULAR | University of Wollongong in Dubai Main Collection | 658.83 AA MA (Browse shelf) | Available | T0028932 | ||
| REGULAR | University of Wollongong in Dubai Main Collection | 658.83 AA MA (Browse shelf) | Available | T0028933 |
Includes bibliographical references and index.
1. The nature and scope of marketing research -- 2. Defining the research problem -- 3. Introduction to research design -- 4. Secondary and standardised sources of marketing data -- 5. Depth interviews and focus groups -- 6. Additional qualitative techniques -- 7. Planning the survey -- 8. Measurement -- 9. Questionnaire design and administration -- 10. Experimentation -- 11. Sampling fundamentals -- 12. Sample size -- 13. Fundamentals of data analysis -- 14. Hypothesis testing : basic concepts and tests of associations -- 15. Hypothesis testing : means and proportions -- 16. Correlation analysis and regression analysis -- 17. Discriminant analysis and canonical analysis -- 18. Factor analysis and cluster analysis -- 19. Multidimensional scaling and conjoint analysis -- 20. Presenting research results -- Case studies: 1. New product research -- 2. Consumer fashion brands -- 3. Supply chain management -- 4. Marketing research in tourism -- Project workbook -- Appendices -- Glossary.
MARK202 MARK205