Aaker, Kumar, Leone, Day:

Marketing Research, 12th Edition

Instructor Companion Site

Table Of Contents

Chapter 1: A Decision-Making Perspective on Marketing Intelligence

Chapter 2: Marketing Research in Practice

Chapter 3: The Marketing Research Process

Chapter 4: Research Design and Implementation

Chapter 5: Secondary Sources of Marketing

Chapter 6: Standardized Sources of Marketing Data

Chapter 7: Marketing Research on the Internet

Chapter 8: Information Collection: Qualitative and Observational Methods

Chapter 9: Information from Respondents: Issues in Data Collection

Chapter 10: Information from Respondents: Survey Methods

Chapter 11: Attitude Measurement

Chapter 12: Designing the Questionnaire

Chapter 13: Experimentation

Chapter 14: Sampling Fundamentals

Chapter 15: Sample Size and Statistical Theory

Chapter 16: Fundamentals of Data Analysis

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

Chapter 18: Hypothesis Testing: Means and Proportions

Chapter 19: Correlation Analysis and Regression Analysis

Chapter 20: Discriminant, Factor, and Cluster Analysis

Chapter 21: Multidimensional Scaling and Conjoint Analysis

Chapter 22: Presenting the Results

Chapter 23: Marketing-Mix Measures

Chapter 24: Brand and Customer Metrics

Chapter 25: Database Marketing, E-Commerce, Relationship Marketing, and Customer Intelligence

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