Transform a world of marketing data into strategic advantage In a world exploding with marketing data, there's one text that keeps pace with the latest tools, applications, and developments in marketing research. Now in its Seventh Edition, Aaker, Kumar, and Day's Marketing Research shows future managers and researchers when marketing research can and should be used, what research alternatives exist, how to recognize effective and ineffective research, and how to interpret and apply the results. The authors take readers step by step through the entire marketing research process, describing the most advanced and current methodologies. Reflecting emerging trends and changes in the marketplace, this new edition has been completely revised, updated, and enhanced. New features include: Relevant and recent examples and citations Expanded coverage of e-commerce and database marketing New cases and problems, covering a wide range of products and organizations Marketing Research in Business sections in each chapter that focus on the real-world applications of marketing research Firm-specific and data-specific URLs connecting to the most recent information New coverage of the use of SPSS(r) in illustrating the data analysis Now available with SPSS(r) software

índice: 1. A decision-making perspective on marketing research, 1; 2 Marketing research in pratice, 22; 3. The marketing research process, 40; 4. Research design and implemention, 70; 5. Secondary sources of marketing data, 102; 6. Standarzed sources of marketing data, 128; 7. Marketing research on the internet, 156; 8. Information collection: qualitative and observation methods, 184; 9. Information from respondents: issues in data collection, 217; 10 Information from respondents: survey methods, 233; 11 Attitude measurement, 272; 12 Designing the questionnaire, 303; 13 Experimentation, 331; 14. Sampling fundamentals, 363; 15. Sample size and statistical theory, 392; 16. Fundamentals of data analysis, 422; 17 Hypothesis testing: basic concepts and tests of associations, 443; 18. Hypothesis testing: means and proportions, 462; 19. Correlation analysis and regression analysis, 500; 20 Discriminant and canonial analysis, 532; 21 Factor and cluster analysis, 553; 22 Multidimensional scaling and conjoint analsysis, 583; 23. Presenting the results, 610; 24. Traditional applications of marketing research: product, price, distribution, and promotion, 627; 25. Contemporary applications of marketing research: competitive advantage, brand equity, customer satisfaction, and total quality management, 665; 26. Emerging applications of marketing research: database marketing, e-commerce, and relationship marketing, 689