Marketing Research (6th ed)

3.85 avg rating
( 47 ratings by Goodreads )
 
9780471170693: Marketing Research (6th ed)
View all copies of this ISBN edition:
 
 

The book is designed to help both managers and researchers understand and appreciate marketing research, when it can and should be used, what research alternatives exist, how to recognize effective and ineffective research, and how to interpret and apply the results. It includes thorough coverage of the most advanced and current marketing research methodologies, pointing out their limitations as well as their potential for enhancing research results.

"synopsis" may belong to another edition of this title.

From the Back Cover:

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

About the Author:

David A. Aaker, University of California;
V. Kumar, University of Houston;
George S. Day, University of Pennsylvania

"About this title" may belong to another edition of this title.

Other Popular Editions of the Same Title

9780471363408: Marketing Research, 7th Edition

Featured Edition

ISBN 10:  0471363405 ISBN 13:  9780471363408
Publisher: Wiley, 2000
Hardcover

9780470050767: Marketing Research

Wiley, 2006
Hardcover

9780470317259: Marketing Research

Wiley, 2009
Hardcover

9780471230571: Marketing Research

Wiley, 2003
Hardcover

9780471552543: Marketing Research

Wiley, 1995
Softcover

Top Search Results from the AbeBooks Marketplace

1.

David A. Aaker; V. Kumar; George S. Day
Published by Wiley (1997)
ISBN 10: 0471170690 ISBN 13: 9780471170693
New Hardcover Quantity Available: 1
Seller:
Irish Booksellers
(Portland, ME, U.S.A.)
Rating
[?]

Book Description Wiley, 1997. Condition: New. book. Seller Inventory # M0471170690

More information about this seller | Contact this seller

Buy New
US$ 26.09
Convert Currency

Add to Basket

Shipping: FREE
Within U.S.A.
Destination, Rates & Speeds

2.

David A. Aaker, V. Kumar, George S. Day
Published by Wiley (1997)
ISBN 10: 0471170690 ISBN 13: 9780471170693
New Hardcover Quantity Available: 1
Seller:
Ergodebooks
(RICHMOND, TX, U.S.A.)
Rating
[?]

Book Description Wiley, 1997. Hardcover. Condition: New. 6. Seller Inventory # DADAX0471170690

More information about this seller | Contact this seller

Buy New
US$ 23.73
Convert Currency

Add to Basket

Shipping: US$ 3.99
Within U.S.A.
Destination, Rates & Speeds

3.

Aaker, David A.; Kumar, V. and Day, George S.
ISBN 10: 0471170690 ISBN 13: 9780471170693
New Quantity Available: 1
Seller:
SPHINX BOOKSTORE
(OTTAWA, ON, Canada)
Rating
[?]

Book Description Condition: New. NEW. Seller Inventory # CAT P16

More information about this seller | Contact this seller

Buy New
US$ 48.12
Convert Currency

Add to Basket

Shipping: US$ 16.00
From Canada to U.S.A.
Destination, Rates & Speeds