TY  - BOOK
AU  - Aaker,David A.
TI  - Marketing research
SN  - 047081070X
U1  - 658.83 22
PY  - 2007///
CY  - Milton, Qld.
PB  - John Wiley & Sons Australia
KW  - Marketing research
KW  - Textbooks
N1  - Includes index; 1; The Nature and Scope of Marketing Research --; Part 1; Problem Definition --; 2; Defining the Research Problem --; Part 2; Research Design --; 3; Introduction to Research Design --; Part 2. Section A; Secondary & Standardised Sources --; 4; Secondary and Standardised Sources of Marketing Data --; Part 2. Section B; Exploratory & Qualitative Research --; 5; Depth Interviews and Focus Groups --; 6; Additional Qualitative Techniques --; Part 2. Section C; Descriptive Research --; 7; Planning the Survey --; 8; Measurement --; 9; Questionnaire Design and Administration --; Part 2. Section D; Causal Research --; 10; Experimentation --; Part 3; Sampling --; 11; Sampling Fundamentals --; 12; Sample Size --; Part 4; Data Analysis --; 13; Fundamentals of Data Analysis --; 14; Hypothesis Testing: Basic concepts and tests --; 15; Correlation, Regression, and Factor Analysis --; Part 5; Presenting the Results --; 16; Presenting Research Results
N2  - "Marketing Research: The Second Pacific Rim edition reflects contemporary developments and examples in Marketing Research. The text maintains the strengths of the original Aaker, Kumar and Day text, and is presented in an engaging and accessible style. A visual map evolves throughout the text, guiding students through the entire marketing research process step by step. The text retains a clear focus on marketing research as a tool for helping organisations achieve their goals, and uses the macro-micro approach of reviewing the entire research process before considering each component part in detail. The focus is on understanding and conducting market research as the basis for making sound business decisions ."--Publisher's website
ER  -