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 22: Multidimensional Scaling and Conjoint 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: E-Commerce, Relationship Marketing, and Customer Intelligence
• Appendix: Tables
  • A-1. Standard Normal Probabilities
  • A-2. X2 Critical Points
  • A-3. F Critical Points
  • A-4. t Critical Points
  • 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 PG&E(B) Case (Chapter 18, page 494)
• Data For The New Food Case (Chapter 23, page 623)
• Data For The Vancouver Symphony Orchestra Case (Chapter 18, page 488)
• Data For The Pepsi Cola Case (Chapter 22, page 605)

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

• Download Export Data
• Download SPSS version of Export Data

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.

Mini Projects

• Mini Project 1

Authors

• David A. Aaker
• V. Kumar
• George S. Day

Marketing Research Site

• 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

Market Readings

• Internet-Based Marketing Readings

Internet Exercise

• From Chapter 7