Published Books
Marketing Research, 10th edition
V. Kumar David A. Aaker George S. Day Robert P. Leone
Published: September 2010
Published: September 2010
This edition, while building on the online marketing research content, tracks recent developments in the area of relationship marketing. Specific importance has been given to the concepts of Customer Lifetime Value, Mobile Marketing, Social Marketing and Experiential Marketing. Together, these address the advancement of marketing research to the forefront of business strategies that involve the increased effort to win customers' share of purchases.
Additional Recommended Books
About Dr. V. Kumar
Dr. V Kumar, or VK as he is more popularly known in the academic and professional circles, is the Richard and Susan Lenny Distinguished Chair Professor in Marketing, the Executive Director of the Center for Excellence in Brand and Customer Management...
The Legends in Marketing series captures the essence of the most important contributions made in the field of marketing in the past hundred years. It reproduces the seminal works of the legends in the field, which is supplemented by interviews of the...
Table of Contents
- Part 1: The Nature and Scope of Marketing Research
- 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
- Part 2: Data Collection
- Section A: Secondary and Exploratory Research
- Chapter 5: Secondary Sources of Marketing Data
- Chapter 6: Standardized Sources of Marketing Data
- Chapter 7: Marketing Research on the Internet
- Chapter 8: Information Collection: Qualitative and Observational Methods
- Section B : Descriptive Research
- 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
- Section C : Causal Research
- Chapter 13: Experimentation
- Section D : Sampling
- Chapter 14: Sampling Fundamentals
- Chapter 15: Sample Size and Statistical Theory
- Part 3: Data Analysis
- Chapter 16: Fundamentals of Data Analysis
- Chapter 17: Hypothesis Testing: Basic Concepts and Tests of Associations
- Chapter 18: Hypothesis Testing: Means and Proportions
- Part 4: Special Topics in Data Analysis
- Chapter 19: Correlation Analysis and Regression Analysis
- Chapter 20: Discriminant and Canonical Analysis
- Chapter 21: Factor and Cluster Analysis
- Chapter 23: Presenting the Results
- Part 5:Applications of Marketing Intelligence
- Chapter 24: Traditional Applications: Product, Price, Distribution and Promotion
- Chapter 25: Contemporary Applications: Competitive Advantage, Brand Equity, Customer Satisfaction and Total Quality Management
- Chapter 26: Emerging Applications: Database Marketing, E-Commerce, Mobile Marketing, Social Marketing, Experiential Marketing, Relationship Marketing, and Customer Intelligence
- Section A: Secondary and Exploratory Research
- Appendix: Tables
- A-1. Standard Normal Probabilities
- A-2. X2 Critical Points
- A-3. F Critical Points
- A-4. Cut-Off Points for the Student's t-Distribution
- A-5. Procedures for Conducting Univariate and Multivariate Analysis in SPSS
- A-6. Output of Select Tables in SPSS
- Glossary
- Index
Data Sets
Case Data
The README.TXT file is located in the \CASEDAT subdirectory and contains information on the format of the data for the cases to accompany MARKETING RESEARCH. There are 8 data files in this subdirectory in addition to the README.TXT file. All the files in the subdirectory are ASCII text files which pertain to four cases from the text: PG&E(B), New Food, Vancouver Symphony Orchestra and Pepsi Cola. Various formats have been used for the data in each case to facilitate their use with different languages (Fortran) or different software packages (Minitab, SPSS,Minitab). You may choose the format best suited to you.
- Data For The Vancouver Symphony Orchestra Case (Chapter 18, page 504)
- Data For Popular Pizza Case (Chapter 18, page 511)
- Data For The Pepsi Cola Case (Chapter 22, page 622)
- Data For The New Food Case (Chapter 23, page 643)
Export Data
The file contains the following variables:
ID = RESPID
Will = y1
Govt = y2
Train = x5
Size = x1
Exp = x6
Rev = x2 (Thousand of Dollars)
Years = x3
Prod = x4
Note1: export.sav (SPSS version of export data) can be opened with SPSS Student or Professional version of the software.
Note2: This data set contains the full 120 observations. The data set in the text book is an abbreviated version containing 60 observations.
Note3: If you are using Internet Explorer, you may click on the link above directly. Netscape Navigator users may have to right click on the link and save the target file into their hard disk and then open.
Mini Projects
Internal Exercise
Marketing Research Site
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Quirks Marketing Research Review
Interesting discussion forum -
Ilinois State University
Library resources detailing steps in researching a company and the sources of information available to do so. A bit basic, but a great starting point for undergraduates
Marketing Readings
Marketing Research Center
