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Marketing research

Author: David A Aaker; V Kumar; George S Day
Publisher: New York : Wiley, ©1998.
Edition/Format:   Print book : English : 6th edView all editions and formats
Summary:
The authors first show both practicing and future managers and researchers where marketing research fits into the organization and how it fuels decision-making. Then they detail each element of the process in a way that helps to develop sound decision-making skills. Finally, they spotlight how marketing research is effectively applied in today's businesses. Throughout, clear and current examples, applications, and  Read more...
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Details

Additional Physical Format: Online version:
Aaker, David A.
Marketing research.
New York : Wiley, ©1998
(OCoLC)749120066
Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: David A Aaker; V Kumar; George S Day
ISBN: 0471170690 9780471170693
OCLC Number: 36922598
Description: xvi, 776 pages : illustrations (some color) ; 27 cm
Contents: The Nature and Scope of Marketing Research --
A Decision-Making Perspective on Marketing Research --
Learning Objectives --
Role of Marketing Research in Managerial Decision Making --
Factors that Influence Marketing Research Decisions --
Ethics in Marketing Research --
The Respondent's Ethics and Rights --
International Marketing Research --
Ethical Dilemmas in Marketing Research --
Marketing Research in Practice --
Learning Objectives --
Information Systems, 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 --
Marketing Research Jobs --
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 --
The Value of Research Information Using Bayesian Decision Theory --
A VideOcart Test for Bestway Stores --
Sperry/MacLennan Architects and Planners --
Phillips Electronics NV --
Philip Morris Enters Turkey --
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 Research Design --
Errors in Research Design --
Reynolds Tobacco's Slide-Box Cigarettes.
Responsibility: David A. Aaker, V. Kumar, George S. Day.
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Abstract:

The authors first show both practicing and future managers and researchers where marketing research fits into the organization and how it fuels decision-making. Then they detail each element of the process in a way that helps to develop sound decision-making skills. Finally, they spotlight how marketing research is effectively applied in today's businesses. Throughout, clear and current examples, applications, and illustrations bring the material into sharp focus!

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