Marketing Research - Hardcover

Aaker, David A.; Kumar, V.; Day, George S.

3.64

58 ratings by Goodreads

Hardcover

ISBN 10: 0470050764 ISBN 13: 9780470050767

Publisher: John Wiley & Sons, 2007

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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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From the Back Cover:

Make smart decisions based on expert marketing research and intelligence

Now in its Eighth Edition, Aaker, Kumar, and Day s MARKETING RESEARCH shows when marketing research can and should be used, what research alternatives exist, how to recognize effective and ineffective research, and how to interpret and apply the results, so you can make smart business decisions. The authors guide you step by step through the entire marketing research process, describing the most current methodologies.

Updated to reflect emerging trends, this Eighth Edition features a stronger emphasis on the important role of marketing intelligence, new cases and real–world examples, and new topics of interest and methods of practice in marketing research. Highlights

Integrates technology in marketing research, providing you with clear guidance on how to use marketing analysis and information technology for decision making.
Presents a broad picture of how business intelligence, marketing intelligence, and marketing research fit into the organization s need for sustaining competitive advantage.
Emphasizes decision making in marketing research and marketing intelligence analysis.
Addresses global concepts and issues in the execution of marketing research.
Offers insights into contemporary and emerging applications of marketing research and marketing intelligence.

Available with SPSS� software
This Eight Edition can be packaged with SPSS� Student Version 11.0 (set ISBN: 0–471–45885–6).

About the Author:

David Aaker is professor of Marketing, Emeritus at the Haas School of Business, University of California Berkeley. He is a leading expert on brand strategy and strategic marketing. He is the author of over seven books for both the practioner and the student of marketing.

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