{"product_id":"marketing-research-isbn-9781119497585","title":"Marketing Research","description":"\u003ci\u003eMarketing Research, 13th Edition\u003c\/i\u003e presents a clear and comprehensive introduction to the field, with a strong focus on methodologies and the role of market research in strategic decision making. Employing a unique macro-micro-macro approach, the text begins with a broad overview of market research and its place within—and value to—an organization, before zooming in to detail the granular view of the research process. Step-by-step explanations cover the latest methodologies and current practices, highlighting advanced techniques as well as their limitations and potential benefits, followed by a high-level discussion of research applications. \u003cbr\u003e\u003cbr\u003eAn emphasis on real-world processes is underscored by end-of-chapter cases, allowing students to apply what they’ve learned in the context of real-life examples covering a broad range of products and organizations. This practical approach promotes engagement while building essential critical analysis, interpretation, and decision-making skills, preparing students to recognize potential research applications, alternatives where they exist, and the quality of research at hand. By pulling together market intelligence, strategy, theory, and application, this text helps students build a deep understanding while retaining the big picture perspective. \u003cp\u003e\u003cb\u003ePart I The Nature and Scope of Marketing Research\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e1 A Decision-Making Perspective on Marketing Intelligence 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLearning Objectives 1\u003c\/p\u003e \u003cp\u003eAn Overview of Business Intelligence 1\u003c\/p\u003e \u003cp\u003eIntroduction to Marketing Intelligence 4\u003c\/p\u003e \u003cp\u003eMarketing Research 7\u003c\/p\u003e \u003cp\u003eRole of Marketing Research in Managerial Decision-Making 9\u003c\/p\u003e \u003cp\u003eFactors that Influence Marketing Research Decisions 17\u003c\/p\u003e \u003cp\u003eUse of Marketing Research 19\u003c\/p\u003e \u003cp\u003eEthics in Marketing Research 20\u003c\/p\u003e \u003cp\u003eThe Respondent’s Ethics and Rights 21\u003c\/p\u003e \u003cp\u003eInternational Marketing Research 23\u003c\/p\u003e \u003cp\u003eSummary 25\u003c\/p\u003e \u003cp\u003eQuestions and Problems 25\u003c\/p\u003e \u003cp\u003eEnd Notes 26\u003c\/p\u003e \u003cp\u003eCase 1-1: Preteen Market—The Right Place to Be In for Cell Phone Providers? 27\u003c\/p\u003e \u003cp\u003eCase 1-2: Best Buy on a Segmentation Spree 27\u003c\/p\u003e \u003cp\u003eCase 1-3: Ethical Dilemmas in Marketing Research 29\u003c\/p\u003e \u003cp\u003e\u003cb\u003e2 Marketing Research in Practice 30\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLearning Objectives 30\u003c\/p\u003e \u003cp\u003eInformation Systems Decision Support Systems and Marketing Research 31\u003c\/p\u003e \u003cp\u003eMarketing Decision Support Systems 34\u003c\/p\u003e \u003cp\u003eSuppliers of Information 37\u003c\/p\u003e \u003cp\u003eCriteria for Selecting External Suppliers 43\u003c\/p\u003e \u003cp\u003eCareer Opportunities in Marketing Research 44\u003c\/p\u003e \u003cp\u003eSummary 45\u003c\/p\u003e \u003cp\u003eQuestions and Problems 45\u003c\/p\u003e \u003cp\u003eEnd Notes 45\u003c\/p\u003e \u003cp\u003eAppendix: Marketing Research Jobs 46\u003c\/p\u003e \u003cp\u003e\u003cb\u003e3 The Marketing Research Process 47\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLearning Objectives 47\u003c\/p\u003e \u003cp\u003eOverview of the Marketing Research Process 47\u003c\/p\u003e \u003cp\u003eThe Preliminary Stages of the Marketing Research Process 48\u003c\/p\u003e \u003cp\u003ePlanning a New HMO 60\u003c\/p\u003e \u003cp\u003eThe International Marketing Research Process 62\u003c\/p\u003e \u003cp\u003eSummary 66\u003c\/p\u003e \u003cp\u003eQuestions and Problems 66\u003c\/p\u003e \u003cp\u003eEnd Notes 67\u003c\/p\u003e \u003cp\u003eCase 3-1: A VideOcart Test for Bestway Stores 67\u003c\/p\u003e \u003cp\u003eCase 3-2: Philip Morris Enters Turkey 69\u003c\/p\u003e \u003cp\u003e\u003cb\u003e4 Research Design and Implementation 71\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLearning Objectives 71\u003c\/p\u003e \u003cp\u003eResearch Approach 73\u003c\/p\u003e \u003cp\u003eResearch Tactics and Implementation 79\u003c\/p\u003e \u003cp\u003eBudgeting and Scheduling the Research Project 81\u003c\/p\u003e \u003cp\u003eResearch Proposal 83\u003c\/p\u003e \u003cp\u003eDesigning International Marketing Research 84\u003c\/p\u003e \u003cp\u003eIssues in International Research Design 86\u003c\/p\u003e \u003cp\u003eSummary 88\u003c\/p\u003e \u003cp\u003eQuestions and Problems 89\u003c\/p\u003e \u003cp\u003eEnd Notes 89\u003c\/p\u003e \u003cp\u003eAppendix: Errors in Research Design 90\u003c\/p\u003e \u003cp\u003eCase 4-1: Reynolds Tobacco’s Slide-Box Cigarettes 91\u003c\/p\u003e \u003cp\u003eCases for Part I 95\u003c\/p\u003e \u003cp\u003eCase I-1: Clover Valley Dairy Company 95\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart II Data Collection\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eSection A: Secondary and Exploratory Research\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e5 Secondary Sources of Marketing Data 98\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLearning Objectives 98\u003c\/p\u003e \u003cp\u003eSecondary Data 99\u003c\/p\u003e \u003cp\u003eUses of Secondary Data 100\u003c\/p\u003e \u003cp\u003eBenefits of Secondary Data 100\u003c\/p\u003e \u003cp\u003eLimitations of Secondary Data 101\u003c\/p\u003e \u003cp\u003eInternal Sources of Secondary Data 102\u003c\/p\u003e \u003cp\u003eExternal Sources of Secondary Data 103\u003c\/p\u003e \u003cp\u003eCensus Data 109\u003c\/p\u003e \u003cp\u003eNorth American Industry Classification System 111\u003c\/p\u003e \u003cp\u003eAppraising Secondary Sources 112\u003c\/p\u003e \u003cp\u003eApplications of Secondary Data 113\u003c\/p\u003e \u003cp\u003eSources of Secondary Data for International Marketing Research 117\u003c\/p\u003e \u003cp\u003eProblems Associated with Secondary Data in International Research 117\u003c\/p\u003e \u003cp\u003eApplications of Secondary Data in International Research 118\u003c\/p\u003e \u003cp\u003eSummary 119\u003c\/p\u003e \u003cp\u003eQuestions and Problems 119\u003c\/p\u003e \u003cp\u003eEnd Notes 120\u003c\/p\u003e \u003cp\u003eCase 5-1: Barkley Foods 121\u003c\/p\u003e \u003cp\u003eCase 5-2: Dell in Latin America? 122\u003c\/p\u003e \u003cp\u003e\u003cb\u003e6 Standardized Sources of Marketing Data 123\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLearning Objectives 123\u003c\/p\u003e \u003cp\u003eRetail Store Audits 124\u003c\/p\u003e \u003cp\u003eConsumer Purchase Panels 125\u003c\/p\u003e \u003cp\u003eScanner Services and Single-Source Systems 128\u003c\/p\u003e \u003cp\u003eMedia-Related Standardized Sources 134\u003c\/p\u003e \u003cp\u003eApplications of Standardized Sources of Data 136\u003c\/p\u003e \u003cp\u003eSummary 138\u003c\/p\u003e \u003cp\u003eQuestions and Problems 138\u003c\/p\u003e \u003cp\u003eEnd Notes 139\u003c\/p\u003e \u003cp\u003eCase 6-1: Promotion of Rocket Soups 140\u003c\/p\u003e \u003cp\u003eCase 6-2: Kerry Gold Products Ltd. 144\u003c\/p\u003e \u003cp\u003e\u003cb\u003e7 Marketing Research on the Internet 147\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLearning Objectives 147\u003c\/p\u003e \u003cp\u003eCurrent Trends in Web Usage 148\u003c\/p\u003e \u003cp\u003eWWW Information for Marketing Decisions 149\u003c\/p\u003e \u003cp\u003eThe Internet and Marketing Research Today 154\u003c\/p\u003e \u003cp\u003eThe Internet and Marketing Research Developments 166\u003c\/p\u003e \u003cp\u003eIssues and Concerns 167\u003c\/p\u003e \u003cp\u003eSummary 169\u003c\/p\u003e \u003cp\u003eQuestions and Problems 169\u003c\/p\u003e \u003cp\u003eEnd Notes 170\u003c\/p\u003e \u003cp\u003eCase 7-1: Caring Children’s hospital 172\u003c\/p\u003e \u003cp\u003e\u003cb\u003e8 Information Collection: Qualitative and Observational Methods 173\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLearning Objectives 173\u003c\/p\u003e \u003cp\u003eNeed for Qualitative Research 173\u003c\/p\u003e \u003cp\u003eQualitative Research Methods 174\u003c\/p\u003e \u003cp\u003eObservational Methods 194\u003c\/p\u003e \u003cp\u003eRecent Applications of Qualitative and Observational Methods 200\u003c\/p\u003e \u003cp\u003eSummary 201\u003c\/p\u003e \u003cp\u003eQuestions and Problems 201\u003c\/p\u003e \u003cp\u003eEnd Notes 202\u003c\/p\u003e \u003cp\u003eAppendix: Myths of Qualitative Research: It’s Conventional but Is It Wisdom? 204\u003c\/p\u003e \u003cp\u003eCase 8-1: Mountain Bell Telephone Company 205\u003c\/p\u003e \u003cp\u003eCase 8-2: U.S. Department of Energy (A) 207\u003c\/p\u003e \u003cp\u003eCase 8-3: Hamilton Beach Conducts Primary Research in Mexico and Europe 208\u003c\/p\u003e \u003cp\u003e\u003cb\u003eSection B: Descriptive Research\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e9 Information from Respondents: Issues in Data Collection 209\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLearning Objectives 209\u003c\/p\u003e \u003cp\u003eInformation from Surveys 209\u003c\/p\u003e \u003cp\u003eSources of Survey Error 210\u003c\/p\u003e \u003cp\u003eMethods of Data Collection 215\u003c\/p\u003e \u003cp\u003eFactors Affecting the Choice of a Survey Method 216\u003c\/p\u003e \u003cp\u003eEthical Issues in Data Collection 220\u003c\/p\u003e \u003cp\u003eSummary 222\u003c\/p\u003e \u003cp\u003eQuestions and Problems 222\u003c\/p\u003e \u003cp\u003eEnd Notes 223\u003c\/p\u003e \u003cp\u003eCase 9-1: Essex Markets 224\u003c\/p\u003e \u003cp\u003eCase 9-2: More Ethical Dilemmas in Marketing Research 224\u003c\/p\u003e \u003cp\u003e\u003cb\u003e10 Information from Respondents: Survey Methods 226\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLearning Objectives 226\u003c\/p\u003e \u003cp\u003eCollecting Data 226\u003c\/p\u003e \u003cp\u003eSurveys in the International Context 248\u003c\/p\u003e \u003cp\u003eSummary 250\u003c\/p\u003e \u003cp\u003eQuestions and Problems 250\u003c\/p\u003e \u003cp\u003eEnd Notes 252\u003c\/p\u003e \u003cp\u003eCase 10-1: Roland Development Corp 253\u003c\/p\u003e \u003cp\u003e\u003cb\u003e11 Attitude Measurement 255\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLearning Objectives 255\u003c\/p\u003e \u003cp\u003eAttitudes 256\u003c\/p\u003e \u003cp\u003eThe Concept of Measurement and Scaling 257\u003c\/p\u003e \u003cp\u003eTypes of Attitude Rating Scales 260\u003c\/p\u003e \u003cp\u003eGeneral Guidelines for Developing a Multiple-Item Scale 271\u003c\/p\u003e \u003cp\u003eInterpreting Attitude Scales 274\u003c\/p\u003e \u003cp\u003eChoosing an Attitudinal Scale 275\u003c\/p\u003e \u003cp\u003eAccuracy of Attitude Measurements 277\u003c\/p\u003e \u003cp\u003eScales in Cross-National Research 279\u003c\/p\u003e \u003cp\u003eSummary 280\u003c\/p\u003e \u003cp\u003eQuestions and Problems 280\u003c\/p\u003e \u003cp\u003eEnd Notes 281\u003c\/p\u003e \u003cp\u003eCase 11-1: National Kitchens 282\u003c\/p\u003e \u003cp\u003e\u003cb\u003e12 Designing the Questionnaire 284\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLearning Objectives 284\u003c\/p\u003e \u003cp\u003ePlanning What to Measure 285\u003c\/p\u003e \u003cp\u003eFormatting the Question 287\u003c\/p\u003e \u003cp\u003eQuestion Wording: A Problem of Communication 292\u003c\/p\u003e \u003cp\u003eSequence and Layout Decisions 297\u003c\/p\u003e \u003cp\u003eQuestionnaire Design for International Research 303\u003c\/p\u003e \u003cp\u003eSummary 305\u003c\/p\u003e \u003cp\u003eQuestions and Problems 305\u003c\/p\u003e \u003cp\u003eEnd Notes 309\u003c\/p\u003e \u003cp\u003eCase 12-1: Wine Horizons 309\u003c\/p\u003e \u003cp\u003eCase 12-2: Smith’s Clothing (A) 312\u003c\/p\u003e \u003cp\u003eSection C: Causal Research\u003c\/p\u003e \u003cp\u003e\u003cb\u003e13 Experimentation 313\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLearning Objectives 313\u003c\/p\u003e \u003cp\u003eDescriptive versus Experimental Research 314\u003c\/p\u003e \u003cp\u003eWhat Constitutes Causality? 315\u003c\/p\u003e \u003cp\u003eLaboratory and Field Experiments 317\u003c\/p\u003e \u003cp\u003eThreats to Experimental Validity 318\u003c\/p\u003e \u003cp\u003eIssues in Experimental Research 320\u003c\/p\u003e \u003cp\u003eTypes of Experimental Designs 322\u003c\/p\u003e \u003cp\u003eGuidelines for Conducting Experimental Research 336\u003c\/p\u003e \u003cp\u003eLimitations of Experiments 337\u003c\/p\u003e \u003cp\u003eSummary 339\u003c\/p\u003e \u003cp\u003eQuestions and Problems 339\u003c\/p\u003e \u003cp\u003eEnd Notes 341\u003c\/p\u003e \u003cp\u003eCase 13-1: Evaluating Experimental Designs 341\u003c\/p\u003e \u003cp\u003eCase 13-2: Barrie Food Corporation 342\u003c\/p\u003e \u003cp\u003e\u003cb\u003eSection D: Sampling\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e14 Sampling Fundamentals 344\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLearning Objectives 344\u003c\/p\u003e \u003cp\u003eSample or Census 344\u003c\/p\u003e \u003cp\u003eSampling Process 346\u003c\/p\u003e \u003cp\u003eProbability Sampling 352\u003c\/p\u003e \u003cp\u003eNonprobability Sampling 357\u003c\/p\u003e \u003cp\u003eShopping Center Sampling 362\u003c\/p\u003e \u003cp\u003eSampling in the International Context 363\u003c\/p\u003e \u003cp\u003eSummary 365\u003c\/p\u003e \u003cp\u003eQuestions and Problems 366\u003c\/p\u003e \u003cp\u003eEnd Notes 368\u003c\/p\u003e \u003cp\u003eCase 14-1: Exercises in Sample Design 369\u003c\/p\u003e \u003cp\u003eCase 14-2: Talbot Razor Products Company 369\u003c\/p\u003e \u003cp\u003e\u003cb\u003e15 Sample Size and Statistical Theory 372\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLearning Objectives 372\u003c\/p\u003e \u003cp\u003eDetermining the Sample Size: Ad Hoc Methods 373\u003c\/p\u003e \u003cp\u003ePopulation Characteristics\/Parameters 374\u003c\/p\u003e \u003cp\u003eSample Characteristics\/Statistics 375\u003c\/p\u003e \u003cp\u003eSample Reliability 376\u003c\/p\u003e \u003cp\u003eInterval Estimation 378\u003c\/p\u003e \u003cp\u003eSample Size Question 380\u003c\/p\u003e \u003cp\u003eProportions 381\u003c\/p\u003e \u003cp\u003eCoefficient of Variation 383\u003c\/p\u003e \u003cp\u003eStratified Sampling 383\u003c\/p\u003e \u003cp\u003eMultistage Design 386\u003c\/p\u003e \u003cp\u003eSequential Sampling 386\u003c\/p\u003e \u003cp\u003eSummary 387\u003c\/p\u003e \u003cp\u003eQuestions and Problems 387\u003c\/p\u003e \u003cp\u003eEnd Notes 389\u003c\/p\u003e \u003cp\u003eCases for Part II 390\u003c\/p\u003e \u003cp\u003eCase II-1: Currency Concepts International 390\u003c\/p\u003e \u003cp\u003eAppendix A: Interview Guide for International Travelers (U.S. Citizens) 394\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart III Data Analysis\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e16 Fundamentals of Data Analysis 396\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLearning Objectives 396\u003c\/p\u003e \u003cp\u003ePreparing the Data for Analysis 397\u003c\/p\u003e \u003cp\u003eStrategy for Data Analysis 401\u003c\/p\u003e \u003cp\u003eCross-Tabulations 405\u003c\/p\u003e \u003cp\u003eFactors Influencing the Choice of Statistical Technique 407\u003c\/p\u003e \u003cp\u003eAn Overview of Statistical Techniques 409\u003c\/p\u003e \u003cp\u003eSummary 414\u003c\/p\u003e \u003cp\u003eQuestions and Problems 414\u003c\/p\u003e \u003cp\u003eEnd Notes 415\u003c\/p\u003e \u003cp\u003eAppendix: Choice of a Statistical Package 415\u003c\/p\u003e \u003cp\u003e\u003cb\u003e17 Hypothesis Testing: Basic Concepts and Tests of Associations 416\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLearning Objectives 416\u003c\/p\u003e \u003cp\u003eThe Logic of Hypothesis Testing 417\u003c\/p\u003e \u003cp\u003eSteps in Hypothesis Testing 418\u003c\/p\u003e \u003cp\u003eBasic Concepts of Hypothesis Testing 419\u003c\/p\u003e \u003cp\u003eCross-Tabulation and Chi-Square 422\u003c\/p\u003e \u003cp\u003eSummary 431\u003c\/p\u003e \u003cp\u003eQuestions and Problems 431\u003c\/p\u003e \u003cp\u003eEnd Notes 432\u003c\/p\u003e \u003cp\u003eCase 17-1: Medical Systems Associates: Measuring Patient Satisfaction 433\u003c\/p\u003e \u003cp\u003e\u003cb\u003e18 Hypothesis Testing: Means and Proportions 435\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLearning Objectives 435\u003c\/p\u003e \u003cp\u003eCommonly Used Hypothesis Tests in Marketing Research 436\u003c\/p\u003e \u003cp\u003eRelationship between Confidence Interval and Hypothesis Testing 439\u003c\/p\u003e \u003cp\u003eAnalysis of Variance (ANOVA) 440\u003c\/p\u003e \u003cp\u003eThe Probability‐Values (\u003ci\u003ep\u003c\/i\u003e‐Values) Approach to Hypothesis Testing 454\u003c\/p\u003e \u003cp\u003eEffect of Sample Size and Interpretation of Test Results 455\u003c\/p\u003e \u003cp\u003eSummary 456\u003c\/p\u003e \u003cp\u003eQuestions and Problems 456\u003c\/p\u003e \u003cp\u003eEnd Notes 457\u003c\/p\u003e \u003cp\u003eCase 18-1: American Conservatory Theater 458\u003c\/p\u003e \u003cp\u003eCase 18-2: Apple Appliance Stores 459\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart IV Special Topics in Data Analysis\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e19 Correlation Analysis and Regression Analysis 461\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLearning Objectives 461\u003c\/p\u003e \u003cp\u003eCorrelation Analysis 462\u003c\/p\u003e \u003cp\u003eRegression Analysis 466\u003c\/p\u003e \u003cp\u003eSummary 485\u003c\/p\u003e \u003cp\u003eQuestions and Problems 486\u003c\/p\u003e \u003cp\u003eEnd Notes 488\u003c\/p\u003e \u003cp\u003eCase 19-1: The Seafood Grotto 489\u003c\/p\u003e \u003cp\u003eCase 19-2: Election Research Inc. 490\u003c\/p\u003e \u003cp\u003e\u003cb\u003e20 Discriminant Factor and Cluster Analysis 491\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLearning Objectives 491\u003c\/p\u003e \u003cp\u003eDiscriminant Analysis 491\u003c\/p\u003e \u003cp\u003eMultiple Discriminant Analysis 500\u003c\/p\u003e \u003cp\u003eSummary of Discriminant Analysis 504\u003c\/p\u003e \u003cp\u003eFactor and Cluster Analysis 504\u003c\/p\u003e \u003cp\u003eFactor Analysis 505\u003c\/p\u003e \u003cp\u003eSummary of Factor Analysis 516\u003c\/p\u003e \u003cp\u003eCluster Analysis 517\u003c\/p\u003e \u003cp\u003eSummary of Cluster Analysis 527\u003c\/p\u003e \u003cp\u003eQuestions and Problems 527\u003c\/p\u003e \u003cp\u003eEnd Notes 529\u003c\/p\u003e \u003cp\u003eCase 20-1: Southwest Utility 529\u003c\/p\u003e \u003cp\u003eCase 20-2: Store Image Study 530\u003c\/p\u003e \u003cp\u003e\u003cb\u003e21 Multidimensional Scaling and Conjoint Analysis 533\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLearning Objectives 533\u003c\/p\u003e \u003cp\u003eMultidimensional Scaling 533\u003c\/p\u003e \u003cp\u003eAttribute‐Based Approaches 534\u003c\/p\u003e \u003cp\u003eSummary of MDS 543\u003c\/p\u003e \u003cp\u003eConjoint Analysis 544\u003c\/p\u003e \u003cp\u003eSummary of Conjoint Analysis 551\u003c\/p\u003e \u003cp\u003eQuestions and Problems 552\u003c\/p\u003e \u003cp\u003eEnd Notes 553\u003c\/p\u003e \u003cp\u003eCase 21-1: Nester’s Foods 554\u003c\/p\u003e \u003cp\u003eCase 21-2: The Electric Truck Case 555\u003c\/p\u003e \u003cp\u003e22 Presenting the Results 556\u003c\/p\u003e \u003cp\u003eLearning Objectives 556\u003c\/p\u003e \u003cp\u003eGuidelines for Successful Presentations 556\u003c\/p\u003e \u003cp\u003eWritten Report 562\u003c\/p\u003e \u003cp\u003eOral Presentation 566\u003c\/p\u003e \u003cp\u003eRelationship with the Client 569\u003c\/p\u003e \u003cp\u003eSummary 570\u003c\/p\u003e \u003cp\u003eQuestions and Problems 570\u003c\/p\u003e \u003cp\u003eEnd Notes 570\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart V Applications of Marketing Intelligence\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e23 Marketing-Mix Measures 571\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLearning Objectives 571\u003c\/p\u003e \u003cp\u003eNew-Product Research 572\u003c\/p\u003e \u003cp\u003ePricing Research 582\u003c\/p\u003e \u003cp\u003eDistribution Research 585\u003c\/p\u003e \u003cp\u003ePromotion Research 591\u003c\/p\u003e \u003cp\u003eTotal Quality Management 601\u003c\/p\u003e \u003cp\u003eSummary 606\u003c\/p\u003e \u003cp\u003eQuestions and Problems 607\u003c\/p\u003e \u003cp\u003eEnd Notes 609\u003c\/p\u003e \u003cp\u003eCase 23-1: National Chemical Corporation 610\u003c\/p\u003e \u003cp\u003eCase 23-2: Hokey Pokey is Born in India 611\u003c\/p\u003e \u003cp\u003e\u003cb\u003e24 Brand and Customer Metrics 613\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLearning Objectives 613\u003c\/p\u003e \u003cp\u003eCompetitive Advantage 613\u003c\/p\u003e \u003cp\u003eBrand Equity 616\u003c\/p\u003e \u003cp\u003eCustomer Satisfaction 622\u003c\/p\u003e \u003cp\u003eContemporary Applications of Marketing Intelligence 628\u003c\/p\u003e \u003cp\u003eMaximizing Customer Profitability 630\u003c\/p\u003e \u003cp\u003eSummary 633\u003c\/p\u003e \u003cp\u003eQuestions and Problems 633\u003c\/p\u003e \u003cp\u003eEnd Notes 633\u003c\/p\u003e \u003cp\u003e\u003cb\u003e25 New Age Strategies 635\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLearning Objectives 635\u003c\/p\u003e \u003cp\u003eDatabase Marketing 636\u003c\/p\u003e \u003cp\u003eRelationship Marketing 645\u003c\/p\u003e \u003cp\u003eE-Commerce 649\u003c\/p\u003e \u003cp\u003eMobile Marketing 652\u003c\/p\u003e \u003cp\u003eSocial Marketing 654\u003c\/p\u003e \u003cp\u003eExperiential Marketing 658\u003c\/p\u003e \u003cp\u003eWord-of-Mouth Marketing 659\u003c\/p\u003e \u003cp\u003eInternet of Things 662\u003c\/p\u003e \u003cp\u003eBots and Artificial Intelligence 664\u003c\/p\u003e \u003cp\u003eBlockchain 666\u003c\/p\u003e \u003cp\u003eSummary 668\u003c\/p\u003e \u003cp\u003eQuestions and Problems 669\u003c\/p\u003e \u003cp\u003eEnd Notes 669\u003c\/p\u003e \u003cp\u003eAppendix A 673\u003c\/p\u003e \u003cp\u003eA-1. Standard Normal Cumulative Probability in Right‐Hand Tail for\u003c\/p\u003e \u003cp\u003ePositive Values of z; Areas are formed by Symmetry 673\u003c\/p\u003e \u003cp\u003eA-2. \u003ci\u003eχ\u003c\/i\u003e \u003csup\u003e2\u003c\/sup\u003e Critical Points 674\u003c\/p\u003e \u003cp\u003eA-3. \u003ci\u003eF\u003c\/i\u003e Critical Points 676\u003c\/p\u003e \u003cp\u003eA-4. Cut‐Off Points for the Student’s t‐Distribution 681\u003c\/p\u003e \u003cp\u003eA-5. Procedures for Conducting Univariate and Multivariate Analysis in SPSS 682\u003c\/p\u003e \u003cp\u003eA-6. Output of Select Tables in SPSS 686\u003c\/p\u003e \u003cp\u003eGlossary 699\u003c\/p\u003e \u003cp\u003eIndex 717\u003c\/p\u003e \u003cb\u003eDavid A. Aaker\u003c\/b\u003e is professor of Marketing, Emeritus at the Haas School of Business, University of California Berkeley. He is a leading expert on brand strategy and strategic marketing. He is the author of over seven books for both the practioner and the student of marketing.","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47989576007909,"sku":"NP9781119497585","price":107.5,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781119497585.jpg?v=1761784663","url":"https:\/\/k12savings.com\/es\/products\/marketing-research-isbn-9781119497585","provider":"K12savings","version":"1.0","type":"link"}