Marketing Research |  | Authors: David A. Aaker, V. Kumar, George S. Day
Publisher: Wiley
Category: Book
Buy Used: $1.98
as of 7/29/2010 12:01 CDT details
New (43) Used (89) from $1.98
Seller: books4less_az
Rating:  10 reviews
Sales Rank: 514251
Media: Hardcover
Edition: 9
Pages: 792
Number Of Items: 1
Shipping Weight (lbs): 3.1
Dimensions (in): 10 x 7.9 x 1.3
ISBN: 0470050764
Dewey Decimal Number: 658.83
EAN: 9780470050767
ASIN: 0470050764
Publication Date: October 2, 2006
Availability: Usually ships in 1-2 business days
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Product Description
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.
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| Customer Reviews:
Showing reviews 1-5 of 10
 Easy book May 20, 2000
Eric Aros (Las Vegas, NV)
6 out of 7 found this review helpful
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.
Classic text on marketing research April 7, 2001
Supriyo B. Chatterjee (West Hartford, CT USA)
5 out of 8 found this review helpful
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.
As is February 22, 2008
Jerreta Hartfield
0 out of 2 found this review helpful
Everything was as seller stated, a brand new book on time! Very happy witht the purchase!
very good May 1, 2000
adcom
1 out of 15 found this review helpful
It is a useful book. I want to have it.
Good overview but weak in substance July 8, 2002
John B Franklin (Wayzata, MN United States)
6 out of 6 found this review helpful
Considering that this book was written by the King of Marketing Research and Brand Management, Prof. David Aaker, I had expected more in a graduate-level textbook. However, the examples are simplistic, cases are weak, and the section on statistical methods and analysis would be better omitted in favor of a statistics-specific textbook.
Showing reviews 1-5 of 10
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