Published Books
Marketing Research, 8th edition
V. Kumar George S. Day David A. Aaker
Published: January 2004
Published: January 2004
The 8th edition of Marketing Research provides an application oriented approach to marketing and marketing research by outlining when what type of marketing research should be used, why and how. This book acts as a guide for future managers and researchers by providing an in depth coverage of the field with practical guide points.
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 22: Multidimensional Scaling and Conjoint Analysis
Chapter 23: Presenting the Results - Part 5:Applications of Marketing Intelligence Applications
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 Marketing Intelligence - Appendix: Tables
A-1. Standard Normal Probabilities, Cumulative Probability in Right-Hand Tail for Positive Values of z;- Areas are formed by symmetry
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 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
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.
Internet Exercises
Authors
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
Marketing Readings
