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

• 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.

Internet Exercises

• From Chapeter 7

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

Marketing Readings

• Internet-Based Marketing Readings