David A. Aaker Marketing Research

ISBN 13: 9780471355625

Marketing Research

9780471355625: Marketing Research
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Completely revised and updated, this text is designed to meet the needs of business students and marketing researchers. Focusing on the logic of the research process, it discusses when to use research, how to recognize effective research, what alternatives exist, and how to apply results. New information on scanner technology and data management along with advertising research are contained in the book. Also included are case studies based on actual management problems in a wide variety of situations, giving marketing students hands-on experience in the decision making process.

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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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