Essentials of Marketing Research, 2nd Edition

Table of Contents Data Sets Presentation Slides Internet Exercise Authors Marketing Research Site Iternational Marketing Research Marketing Readings

Table of Contents

• Part 1: The Nature and Scope of Marketing Research
  Chapter 1: A Decision-Making Perspective On Marketing Research
  Chapter 2: Marketing Research in Practice
  Chapter 3: The Marketing Research Process
  Chapter 4: Research Design and Implementation
  Appendix A: Errors in Research Design
  Appendix B: Experimental Research
  Cases for Part I
• Part 2: Data Collection
  Chapter 5: Secondary Sources of Marketing Data
  Chapter 6: Marketing Research on the Internet
  Chapter 7: Information Collection: Qualitative and Observational Methods
  Chapter 8: Information from Respondents: Issues in Data Collection
  Chapter 9: Attitude Measurement
  Chapter 10: Designing the Questionnaire
  Chapter 11: Sampling Fundamentals
  Cases for Part II
• Part 3: Data Analysis
  Chapter 12: Fundamentals of Data Analysis
  Chapter 13: Hypothesis Testing
  Chapter 14: Correlation Analysis and Regression Analysis
  Cases for Part III
• Part 4: Applications
  Chapter 15: Presenting the Results
  Chapter 16: Applications of Marketing Research
• Appendix: Tables, Procedure
• Glossary
• Index

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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 Vancouver Symphony Orchestra Case (Page 431 - 438)

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.

Note3: If you are using Internet Explorer, you may click on the link above directly. Netscape Navigator users may have to right click on the link and save the target file into their hard disk and then open.

Tasty IceCream Data

• Download SPSS version of Tasty IceCream Data
• Download XLS version of Tasty IceCream Data
• Tasty IceCream Questionnaire

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Presentation Slides

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Internet Exercise

• From Chapter 7

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Authors

• David A. Aaker
• V. Kumar
• George S. Day

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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

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Marketing Readings

• Internet-Based Marketing Readings

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