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Marketing Research | 
 enlarge | Authors: David A. Aaker, V. Kumar, George S. Day
Publisher: Wiley
Category: Book
Buy Used: $25.00
New (37) Used (32) from $25.00
Rating:  8 reviews
Sales Rank: 84559
Media: Hardcover
Edition: 9
Pages: 792
Number Of Items: 1
Shipping Weight (lbs): 3.1
Dimensions (in): 10 x 7.9 x 1.3
ISBN: 0470050764
Dewey Decimal Number: 658.83
EAN: 9780470050767
Publication Date: October 2, 2006
Availability: Usually ships in 1-2 business days
Shipping: Expedited shipping available
Condition: The text is clean with some moderate exterior wear.
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Product Description
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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| Customer Reviews: Read 3 more reviews...
 As is February 22, 2008
Jerreta Hartfield
Everything was as seller stated, a brand new book on time! Very happy witht the purchase!
 this book is a piece of garbage December 3, 2006
K
2 out of 3 found this review helpful
The book does not give any practical view on the subject. The theories are vaguely narrated but not explained. Overall structure totally misses the point of teaching - the concepts and methodoligies are used within the text and elaborated later. Sections explaining various mathemathical models I consider being incomprehensible.
 Description of methods, rather than a teaching guide February 12, 2003
Denis Benchimol Minev (Manaus, Amazonas, Brazil)
4 out of 4 found this review helpful
This book is a collection of marketing research techniques described at lenght. Serves well as a reference to what happens (conceptually) in each technique. It does not serve as a teaching guide, since there is very little description of the actual procedures involved in performing the techniques. Additionally, almost no information on the actual statistics behind each technique.
Ineffective presentation and weak on mutlivariable analysis August 3, 2002
20 out of 21 found this review helpful
I purchased this book (7th, ISBN=*405) as my first book on Marketing Research. However, this book is very disappointing; multivariable analysis sections are superficial in treatment. In particular, the authors avoid math treatment once basic statistics sections are over. I don't understand the techniques described in those multivariable analysis sections based on what fs written in this book; I already have the understandings in some of the topics discussed in the book, so I know what I am talking about partly. Also the rest of non-statistical sections are very boring to read, and examples are in some cases not easy to relate to the material in the context directly. What makes me most bored might be authors explaining trivial things like "Hospital is the place to go when you get sick.... g (Analogy) Considering the quality of this book in terms of depth, this book is way overpriced. I recommend the following books instead: Business Research Methods by Zikmund (much clear presentation on methodologies), and Probability and Statistics by DeGroot (one of the best in these subjects) for non-multivariable sections, and for multivariable sections, Applied Multivariate Statistical Analysis by Wichern and Johnson (for math taste), and Multivariate Data Analysis by Anderson, et al (for non-math taste). Also recommended is Data Mining Practical Machine Learning Tools and Techniques with Java Implementations by Witten and Frank (for Data Mining programming). P.S. this 7th ISBN=*405 does not include CDROM.
Good overview but weak in substance July 8, 2002
John B Franklin (Wayzata, MN United States)
5 out of 5 found this review helpful
Considering that this book was written by the King of Marketing Research and Brand Management, Prof. David Aaker, I had expected more in a graduate-level textbook. However, the examples are simplistic, cases are weak, and the section on statistical methods and analysis would be better omitted in favor of a statistics-specific textbook.
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