Marketing Research (6th ed)

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Marketing Research (6th ed)

Yazar	: David A. Aaker V. Kumar George S. Day
Yayınevi	: John Wiley & Sons
ISBN	: 9780471170693
Baskı yılı	: 1997
Sayfa sayısı	: 792
Ağırlık	: 1.59 kg
Stok durumu	: Var Stok detayları
Kargoya teslim	: Aynı gün kargo

This text aims to help both future managers and future researchers understand and appreciate marketing research, when it 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 a micro-macro-micro approach to presenting marketing research. They first introduce the reader to where marketing research fits into the organization and how it can help decision making. This is followed by information detailing each aspect of the process which is presented in a decision-oriented perspective to help students develop decision making skills. The concluding chapters provide a macro-level treatment of the applications of marketing research.

Pt. I	Nature and Scope of Marketing Research
Ch. 1	A Decision-Making Perspective on Marketing Research	1
Ch. 2	Marketing Research in Practice	22
Ch. 3	The Marketing Research Process	41
Ch. 4	Research Design and Implementation	71
Pt. II	Data Collection
Ch. 5	Secondary Sources of Marketing Data	105
Ch. 6	Standardized Sources of Marketing Data	132
Ch. 7	Marketing Research on the Internet	160
Ch. 8	Information Collection: Qualitative and Observational Methods	186
Ch. 9	Information from Respondents: Issues in Data Collection	217
Ch. 10	Information from Respondents: Survey Methods	234
Ch. 11	Attitude Measurement	272
Ch. 12	Designing the Questionnaire	306
Ch. 13	Experimentation	337
Ch. 14	Sampling Fundamentals	372
Ch. 15	Sample Size and Statistical Theory	405
Pt. III	Data Analysis
Ch. 16	Fundamentals of Data Analysis	438
Ch. 17	Hypothesis Testing: Basic Concepts and Tests of Associations	461
Ch. 18	Hypothesis Testing: Means and Proportions	482
Pt. IV	Special Topics in Data Analysis
Ch. 19	Correlation Analysis and Regression Analysis	523
Ch. 20	Discriminant and Canonical Analysis	559
Ch. 21	Factor and Cluster Analysis	582
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Axess
Taksit	Taksit Tutarı	Toplam Tutar
Tek çekim	-	189.50 TL
2 ay	98.07 TL	196.13 TL
3 ay	66.64 TL	199.92 TL
6 ay	35.53 TL	213.19 TL
9 ay	25.27 TL	227.40 TL
12 ay	20.45 TL	245.40 TL

cardFinans
Taksit	Taksit Tutarı	Toplam Tutar
Tek çekim	-	189.50 TL
2 ay	98.07 TL	196.13 TL
3 ay	66.64 TL	199.92 TL
6 ay	35.53 TL	213.19 TL
9 ay	25.27 TL	227.40 TL
12 ay	20.45 TL	245.40 TL

Bonus
Taksit	Taksit Tutarı	Toplam Tutar
Tek çekim	-	189.50 TL
2 ay	98.07 TL	196.13 TL
3 ay	66.64 TL	199.92 TL
6 ay	35.53 TL	213.19 TL
9 ay	25.27 TL	227.40 TL
12 ay	20.45 TL	245.40 TL

World
Taksit	Taksit Tutarı	Toplam Tutar
Tek çekim	-	189.50 TL
2 ay	98.07 TL	196.13 TL
3 ay	66.64 TL	199.92 TL
6 ay	35.53 TL	213.19 TL
9 ay	25.27 TL	227.40 TL
12 ay	20.45 TL	245.40 TL

Maximum
Taksit	Taksit Tutarı	Toplam Tutar
Tek çekim	-	189.50 TL
2 ay	98.07 TL	196.13 TL
3 ay	66.64 TL	199.92 TL
6 ay	35.53 TL	213.19 TL
9 ay	25.27 TL	227.40 TL
12 ay	20.45 TL	245.40 TL

Paraf
Taksit	Taksit Tutarı	Toplam Tutar
Tek çekim	-	189.50 TL
2 ay	98.07 TL	196.13 TL
3 ay	66.64 TL	199.92 TL
6 ay	35.53 TL	213.19 TL
9 ay	25.27 TL	227.40 TL
12 ay	20.45 TL	245.40 TL