Essentials of Marketing Research2nd Edition or Economics of Accounting

Essentials of Marketing Research,2nd Edition

Author: David A Aaker

Contains detailed discussions of the process, with numerous examples from the industry.
* Coverage on international marketing research expands the readers' ability to deal with issues that are not encountered in the domestic country research.
* Discussion on how to apply marketing research in various marketing applications is presented.

Table of Contents:

THE NATURE AND SCOPE OF MARKETING RESEARCH.
A Decision-Making Perspective on Marketing Research.
Marketing Research in Practice.
The Marketing Research Process.
Research Design and Implementation.
DATA COLLECTION.
Secondary and Standardized Sources of Marketing Data.
Marketing Research on the Internet.
Information Collection: Qualitative and Observational Methods.
Information from Respondents: Issues in Data Collection.
Attitude Measurement.
Designing the Questionnaire.
Sampling Fundamentals.
DATA ANALYSIS.
Fundamentals of Data Analysis.
Hypothesis Testing.
Correlation Analysis and Regression Analysis.
APPLICATIONS.
Presenting the Results.
Applications of Marketing Research.
APPENDIX.
Table.
Procedure.
Glossary.
Index.

Book review: Economía Directiva:Aplicaciones, Estrategias, y Táctica

Economics of Accounting: Performance Evaluation, Vol. 2

Author: Peter Ove Ove Christensen

This book provides an integrated, technical exposition of key concepts in agency theory, with particular emphasis on analyses of the economic consequences of the characteristics of contractible performance measures, such as accounting reports. It is not a survey of the literature, but provides a succinct source for learning the fundamentals of the economics of incentives. While there is an emphasis on information issues of interest to accounting researchers, it is also relevant to researchers in economics, finance, management science, and other disciplines who are interested in the economics of management incentives.