Marketing Research

By David A. Aaker, George S. Day, Vinay Kumar, et al.

Book Overview

This text takes a "macro-micro-macro" approach toward communicating the intricacies of marketing research and its usefulness to the marketing organization. The book begins with a macro-level treatment of what marketing research is, where it fits within an organization, and how it helps in managerial decision-making. The body of the text takes a micro-level approach, detailing each step of the marketing research process using a decision-oriented perspective. The authors wrap up with a macro-level treatment of the applications of marketing research. As with previous editions, the text provides thorough coverage of the most advanced and current marketing research methodologies, point out their limitations, as well their potential for enhancing research results.

• Format: Hardcover
• Language: English
• ISBN: 0470050764
• ISBN13: 9780470050767
• Release Date: October 2006
• Publisher: Wiley
• Length: 792 Pages
• Weight: 0.80 lbs.
• Dimensions: 10.2" x 1.3" x 8.3"

Customer Reviews

As is

Everything was as seller stated, a brand new book on time! Very happy witht the purchase!

Classic text on marketing research

A classic text - continually revised over the years and gets better every time. Had a prior edition during my MBA studies a decade ago and bought a recent edition; a great source of reference for marketing research & analysis.

Easy book

The definitions were easy to understand and the concepts were explained to a T. The cdrom that came with it was very helpful. The cdrom helped me to understand all of the statistics, correlations and regresion analysis graphs.

very good

It is a useful book. I want to have it.