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Chapters have been updated and refined--there is new material on such topics as the uses of scanner data, geocoding, and ethics in research, and there are many new examples and discussion questions. Includes in-depth discussion on research in advertising, market analysis, forecasting, and new product development. Contains 50 cases, 10 of which are new, including two on ethical issues.
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Transform a world of marketing data into strategic advantage In a world exploding with marketing data, there's one text that keeps pace with the latest tools, applications, and developments in marketing research. Now in its Seventh Edition, Aaker, Kumar, and Day's Marketing Research shows future managers and researchers 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. The authors take readers step by step through the entire marketing research process, describing the most advanced and current methodologies. Reflecting emerging trends and changes in the marketplace, this new edition has been completely revised, updated, and enhanced. New features include:
* Relevant and recent examples and citations
* Expanded coverage of e-commerce and database marketing
* New cases and problems, covering a wide range of products and organizations
* Marketing Research in Business sections in each chapter that focus on the real-world applications of marketing research
* Firm-specific and data-specific URLs connecting to the most recent information
* New coverage of the use of SPSS(r) in illustrating the data analysis
Now available with SPSS(r) software. This Seventh Edition can be packaged with SPSS(r) Student Version 9.0 (Set ISBN: 0-471-39564-1).
David A. Aaker, University of California;
V. Kumar, University of Houston;
George S. Day, University of Pennsylvania
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Book Description John Wiley & Sons Inc, 1990. Condition: good. Seller Inventory # M00471613517-G
Book Description Wiley, 1990, 4. Aufl./ 4th ed., 784 S./pp., ill. OPpbnd. / Hardcover. (0-471-61351-7), 1990. ill. OPpbnd. / Hardcover. Condition: 0. 4. Aufl./ 4th ed.. Book in ENGLISH / This book 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. (entwerteter Archivstempel auf der Impressumseite - sonst SEHR gutes sauberes Exemplar) Sprache: Englisch Gewicht in Gramm: 1600. Seller Inventory # 190523
Book Description John Wiley & Sons Inc, 1990. Hardcover. Condition: Used: Good. Seller Inventory # SONG0471613517
Book Description John Wiley & Sons Inc, 1990. Condition: Good. 4th Edition. Ships from the UK. Shows some signs of wear, and may have some markings on the inside. Seller Inventory # GRP95478557