Latest News from VK
Paul D Converse Award
Posted on May 08, 2012
Dr. Kumar has been selected as a winner of the 2012 Paul D. Converse Award in recognition of his achievements and contributions to the Customer Lifetime Value (CLV) body of work. Dr Kumar was honored with the prestigious award at the Eighteenth Paul D. Converse Symposium which was held on April 26-29, 2012, at the College of Business at the University of Illinois at Urbana-Champaign.
This award was established to honor those who have contributed significantly to the theory of marketing and toward the advancement of science in marketing. Eligibility criteria for this award include that the contributions will have to be at least five years old after it is generally available to marketing academics or students, by publication or otherwise. The five-year time frame allows for perspective and ensures that the award honors contributions that have stood the test of time. The conferring of this award on Dr. Kumar only indicates the significant contribution and impact he has in the field of marketing.
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 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 of Marketing Research: Brand Equity, Customer Satisfaction and Total Quality Management.
Chapter 26: Emerging Applications of Marketing Research: Database Marketing, E-Commerce Commerce and Relationship Marketing. - 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. 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
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.
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