About this title:
"Marketing Research" is a revised version of one of the standard texts for marketing research. It features new material on topics like the uses of scanner data, geocoding, and ethics in research, along with many new examples and discussion questions throughout, plus ten new cases, two on ethical issues. To give students more insight into just what is and is not possible with market research the text provides complete coverage of the most current and advanced marketing research methodologies, including their limitations and potential for enhancing research results. To demonstrate to students how different kinds of research and information are used in various contexts and to make effective decisions three chapters provide in-depth discussion of applications of research in advertising, marketing analysis, forecasting and new product development. The previous edition of this book was published in 1986.
From the Back Cover:
About the Author:
What is bad marketing research? What are the research alternatives? How do you interpret and apply the results? These are just a few of the questions this classic text answers! The authors first show both practicing and future managers and researchers where marketing research fits into the organization and how it fuels decision-making. Then they detail each element of the process in a way that helps to develop sound decision-making skills. Finally, they spotlight how marketing research is effectively applied in today’s businesses. Throughout, clear and current examples, applications, and illustrations bring the material into sharp focus! This exciting new edition features:
- A new focus on database marketing — one of many Emerging Applications of Marketing Research treated in depth in a new chapter
- A new chapter on one of the exciting and high-interest new trends in the market — Marketing Research on the Internet
- Coverage of the most recent developments in the field such as competitive advantage, brand equity, total quality management, and customer satisfaction.
- Thorough treatment of the most advanced and effective marketing research methodologies, including their limitations as well as their potential for enhancing research results
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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