Test Bank for Marketing Research 11th Edition David Aaker

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Instant Download Test bank for Marketing Research 11th Edition David Aaker

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Test Bank for Marketing Research 11th Edition David Aaker

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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, Factor and Cluster Analysis
Chapter 21: Multidimensional Scaling and Conjoint Analysis
Chapter 22: Presenting the Results
Part 5:Applications of Marketing Intelligence
Chapter 23: Marketing-Mix Measures
Chapter 24: Brand and Customer Management
Chapter 25: New Age Strategiese

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