Description
Test Bank for Marketing Research 13th Edition Kumar
Test Bank for Marketing Research, 13th Edition, V. Kumar, Robert P. Leone, David A. Aaker, George S. Day, ISBN: 1119497493, ISBN: 9781119497493
Table of Contents
1 A Decision-Making Perspective on Marketing Intelligence 1
2 Marketing Research in Practice 30
3 The Marketing Research Process 47
4 Research Design and Implementation 71
5 Secondary Sources of Marketing Data 98
6 Standardized Sources of Marketing Data 123
7 Marketing Research on the Internet 147
8 Information Collection: Qualitative and Observational Methods 173
9 Information from Respondents: Issues in Data Collection 209
10 Information from Respondents: Survey Methods 226
11 Attitude Measurement 255
12 Designing the Questionnaire 284
13 Experimentation 313
14 Sampling Fundamentals 344
15 Sample Size and Statistical Theory 372
16 Fundamentals of Data Analysis 396
17 Hypothesis Testing: Basic Concepts and Tests of Associations 416
18 Hypothesis Testing: Means and Proportions 435
19 Correlation Analysis and Regression Analysis 461
20 Discriminant Factor and Cluster Analysis 491
21 Multidimensional Scaling and Conjoint Analysis 533
22 Presenting the Results 556
23 Marketing-Mix Measures 571
24 Brand and Customer Metrics 613
25 New Age Strategies 635
