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Aaker, Kumar, Day, Leone:

Marketing Research, 10th Edition

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Table Of Contents

Chapter 1: A Decision-Making Perspective on Marketing Intelligence

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Chapter 2: Marketing Research in Practice

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Chapter 3: The Marketing Research Process

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Chapter 4: Research Design and Implementation

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Chapter 5: Secondary Sources of Marketing Data

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Chapter 6: Standardized Sources of Marketing Data

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Chapter 7: Marketing Research on the Internet

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Chapter 8: Information Collection: Qualitative and Observational Methods

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Chapter 9: Information from Respondents: Issues in Data Collection

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Chapter 10: Information from Respondents: Survey Methods

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Chapter 11: Attitude Measurement

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Chapter 12: Designing the Questionnaire

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Chapter 13: Experimentation

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Chapter 14: Sampling Fundamentals

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Chapter 15: Sample Size and Statistical Theory

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Chapter 16: Fundamentals of Data Analysis

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Chapter 17: Hypothesis Testing: Basic Concepts and Tests of Associations

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Chapter 18: Hypothesis Testing: Means and Proportions

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Chapter 19: Correlation Analysis and Regression Analysis

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Chapter 20: Discriminant and Canonical Analysis

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Chapter 21: Factor and Cluster Analysis

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Chapter 22: Multidimensional Scaling and Conjoint Analysis

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Chapter 23: Presenting the Results

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Chapter 24: Traditional Applications: Product, Price, Distribution, and Promotion

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Chapter 25: Contemporary Applications:

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Chapter 26: Emerging Applications:

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