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Marketing research / David A. Aaker ... [et al.].

Contributor(s): Aaker, David A. (David Allen), 1938-.
Publisher: Milton, Qld : John Wiley & Sons (Australia), 2007Edition: Second Pacific Rim edition.Description: xix, 601 p. : ill. ; 26 cm.ISBN: 9780470810705 (pbk); 047081070X (pbk.).Subject(s): Marketing researchDDC classification: 658.83
Contents:
1. The nature and scope of marketing research -- Part 1 Problem definition: 2. Defining the research -- Part 2 Research design: 3. Introduction to research - 4. Secondary and standardised sources of marketing data - 5. Depth interviews and focus groups - 6. Additional qualitative techniques - 7. Planning the survey - 8. Measurement - 9. Questionnaire design and administration - 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.
Item type Current location Shelf location Call number Copy number Status Notes Date due Barcode
Graduate Collection Taylor's Library-TU

Floor 4, Shelf 27 , Side 1, TierNo 3, BayNo 6

 658.83 MAR (Browse shelf) 1 Available SHTEx,35050,04,RA 5000036472

1. The nature and scope of marketing research -- Part 1 Problem definition: 2. Defining the research -- Part 2 Research design: 3. Introduction to research - 4. Secondary and standardised sources of marketing data - 5. Depth interviews and focus groups - 6. Additional qualitative techniques - 7. Planning the survey - 8. Measurement - 9. Questionnaire design and administration - 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.