PDF 2018 – Wiley – ISBN: 8126577126 – Marketing Research By V. Kumar, Robert P. Leone David A. Aaker # 18670
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English | | 1 Jan. 2018 | PDF | 634 pages | 18 MB
The 11th Edition of Marketing Research (by Aaker et al.) has been adapted to Indian perspective without much dilution of its global flavor. Keeping in mind the learning requirements of Indian students in the field of market research, this textbook has been developed by modifying contents at required places.
This book, while maintaining the strengths of the original version, reflects the modern realities of marketing research.
Real-life scenarios included in the Indian adaptation of Marketing Research would help readers in cognitive analysis, invoke thoughtful insights in the areas of market intelligence, business decisions, and actions.
In this edition, readers are expected to learn, explore, and analyze various dimensions of marketing research.
PART I
The Nature and Scope of Marketing Research
Case 1-1: Preteen Market—The Right Place to Be In for Cell Phone Providers?
Case 1-2: Best Buy on a Segmentation Spree
Case 1-3: Ethical Dilemmas in Marketing Research
Case 3-1: A VideOcart Test for Bestway Stores
Case 3-2: Sperry/MacLennan Architects and Planners
Case 3-3: Philip Morris Enters Turkey
Case 4-1: Reynolds Tobacco’s Slide-Box Cigarettes
Case 4-2: California Foods Corporation
Case I-1: Clover Valley Dairy Company
PART II
Data Collection
Case 5-1: Barkley Foods
Case 5-2: Dell in Latin America?
Case 5-3: Eddie Bauer: Strategize with Secondary Marketing Data
Case 6-1: Promotion of Rocket Soups
Case 6-2: Kerry Gold Products, Ltd.
Case 6-3: Paradise Foods
Case 7-1: Caring Children’s Hospital
Case 8-1: Mountain Bell Telephone Company
Case 8-2: U.S. Department of Energy (A)
Case 8-3: Acura
Case 8-4: Exploratory Research on the Lleyton Hewitt National Visa Card
Case 8-5: Hamilton Beach Conducts Primary Research in Mexico and Europe
Case 9-1: Essex Markets
Case 9-2: More Ethical Dilemmas in Marketing Research
Case 10-1: Roland Development Corp.
Case 11-1: National Kitchens
Case 12-1: Wine Horizons
Case 12-2: Smith’s Clothing (A)
Case 12-3: Compact Lemon
Case 12-4: Project DATA: An Urban Transportation Study
Case 13-1: Evaluating Experimental Designs
Case 13-2: Barrie Food Corporation
Case 14-1: Exercises in Sample Design
Case 14-2: Talbot Razor Products Company
Case II-1: Currency Concepts International
PART III
David Aker Somerset Ky
Case 17-1: Medical Systems Associates: Measuring Patient Satisfaction
Case 18-1: American Conservatory Theater
Case 18-2: Apple Appliance Stores
Case III-1: The Vancouver Symphony Orchestra
Case III-2: Popular Pizzas: Identifying Consumer Preferences
PART IV
Case 19-1: The Seafood Grotto
Case 19-2: Ajax Advertising Agency
Case 19-3: Election Research, Inc.
Case 20-1: Southwest Utility
Case 20-2: Store Image Study
Case 20-3: Behavioral Research
Case 21-1: Nester’s Foods
Case 21-2: Pepsi-Cola
Case 21-3: The Electric Truck Case
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Case 21-4: Fargo Instruments
Case IV-1: Smith’s Clothing (B)
Case IV-2: Newfood
PART V
Case 24-1: Brown Microwave
Case 24-2: National Chemical Corporation
Case 24-3: U.S. Department of Energy (B)
Case 24-4: Hokey Pokey is Born in India