Test Bank for Marketing Research, 11th Edition by David A. Aaker

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Test Bank for Marketing Research, 11th Edition by David A. Aaker

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DescriptionTest Bank for Marketing Research, 11th Edition by David A. Aaker 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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