Published Books
Essentials of Marketing Research 2nd edition
V. Kumar George S. Day David A. Aaker
Published: Novemeber 2002
Published: Novemeber 2002
This book contains detailed discussions of the process of marketing, with numerous examples from the industry. By discussing international marketing research, this book expands the readers' ability to deal with issues that are not encountered in the domestic country research. Further the books acts as a reference on how to apply marketing research in various marketing applications.
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...Table of Contents
- Part 1: The Nature and Scope of Marketing Research
Chapter 1: A Decision-Making Perspective On Marketing Research
Chapter 2: Marketing Research in Practice
Chapter 3: The Marketing Research Process
Chapter 4: Research Design and Implementation
Appendix A: Errors in Research Design
Appendix B: Experimental Research
Cases for Part I - Part 2: Data Collection
Chapter 5: Secondary Sources of Marketing Data
Chapter 6: Marketing Research on the Internet
Chapter 7: Information Collection: Qualitative and Observational Methods
Chapter 8: Information from Respondents: Issues in Data Collection
Chapter 9: Attitude Measurement
Chapter 10: Designing the Questionnaire
Chapter 11: Sampling Fundamentals
Cases for Part II - Part 3: Data Analysis
Chapter 12: Fundamentals of Data Analysis
Chapter 13: Hypothesis Testing
Chapter 14: Correlation Analysis and Regression Analysis
Cases for Part III - Part 4: Applications
Chapter 15: Presenting the Results
Chapter 16: Applications of Marketing Research - Appendix: Tables, Procedure
- 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.
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.
Tasty IceCream Data
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
