Marketing Research

David Aaker 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.

PART I THE NATURE AND SCOPE OF MARKETING RESEARCH CHAPTER 1 A Decision-Making Perspective on Marketing Intelligence, 1 Learning Objectives, 1 An Overview of Business Intelligence, 1 Introduction to Marketing Intelligence, 3 Marketing Research, 6 Role of Marketing Research in Managerial Decision Making, 9 Factors That Influence Marketing Research Decisions, 17 Use of Marketing Research, 18 Ethics in Marketing Research, 19 The Respondent?s Ethics and Rights, 20 International Marketing Research, 22 Summary, 24 Questions and Problems, 24 End Notes, 24 Case 1-1: Preteen Market?The Right Place to Be In for Cell Phone Providers?, 26 Case 1-2: Best Buy on a Segmentation Spree, 26 Case 1-3: Ethical Dilemmas in Marketing Research, 28 CHAPTER 2 Marketing Research in Practice, 29 Learning Objectives, 29 Information System, Decision Support Systems, and Marketing Research, 30 Marketing Decision Support Systems, 32 Suppliers of Information, 36 Criteria for Selecting External Suppliers, 41 The International Marketing Research Industry, 41 Career Opportunities in Marketing Research, 42 Summary, 43 Questions and Problems, 43 End Notes, 44 Appendix: Marketing Research Jobs, 44 CHAPTER 3 The Marketing Research Process, 45 Learning Objectives, 45 Overview of the Marketing Research Process, 45 The Preliminary Stages of the Marketing Research Process, 47 Planning a New HMO, 56 The International Marketing Research Process, 59 Summary, 62 Questions and Problems, 62 End Notes, 63 Appendix: The Value of Research Information Using Bayesian Decision Theory, 63 Case 3-1: A VideOcart Test for Bestway Stores, 66 Case 3-2: Sperry/MacLennan Architects and Planners, 67 Case 3-3: Philip Morris Enters Turkey, 70 CHAPTER 4 Research Design and Implementation, 72 Learning Objectives, 72 Research Approach, 74 Research Tactics and Implementation, 80 Budgeting and Scheduling the Research Project, 82 Research Proposal, 83 Designing International Marketing Research, 86 Issues in International Research Design, 87 Summary, 89 Questions and Problems, 90 End Notes, 90 Appendix: Errors in Research Design, 90 SECTION A: SECONDARY AND EXPLORATORY RESEARCH CHAPTER 5 Secondary Sources of Marketing Data, 102 Learning Objectives, 102 Secondary Data, 102 Uses of Secondary Data, 103 Benefits of Secondary Data, 104 Limitations of Secondary Data, 104 Internal Sources of Secondary Data, 105 External Sources of Secondary Data, 107 Census Data, 112 North American Industry Classification System, 114 Appraising Secondary Sources, 115 Applications of Secondary Data, 116 Sources of Secondary Data for International Marketing Research, 119 Problems Associated with Secondary Data in International Research, 120 Applications of Secondary Data in International Research, 120 Summary, 121 Questions and Problems, 122 End Notes, 122 Case 5-1: Barkley Foods, 123 Case 5-2: Dell in Latin America?, 124 Case 5-3: Eddie Bauer: Strategize with Secondary Marketing Data, 124 CHAPTER 6 Standardized Sources of Marketing Data, 126 Learning Objectives, 126 Retail Store Audits, 127 Consumer Purchase Panels, 127 Scanner Services and Single-Source Systems, 131 Media-Related Standardized Sources, 137 Applications of Standardized Sources of Data, 140 Summary, 141 Questions and Problems, 141 End Notes, 142 Case 6-1: Promotion of Rocket Soups, 143 Case 6-2: Kerry Gold Products, Ltd., 144 Case 6-3: Paradise Foods, 144 CHAPTER 7 Marketing Research on the Internet, 152 Learning Objectives, 152 Current Trends in Web Usage, 152 WWW Information for Marketing Decisions, 154 The Internet and Marketing Research Today, 158 The Internet and Marketing Research Developments, 168 Issues and Concerns, 171 Summary, 174 Questions and Problems,