Customer Reviews

Marketing Research, 7th Edition

5 star:		(4)
4 star:		(1)
3 star:		(3)
2 star:		(2)
1 star:		(4)

 

 

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.

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.

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.

The definitions were easy to understand and the concepts were explained to a T. The cdrom that came with it was very helpful. The cdrom helped me to understand all of the statistics, correlations and regresion analysis graphs.

This is the required text for a marketing research course in my MBA program. I'm an experienced marketing professional, and I was hoping this class and accompanying text would add some new tools to my toolbox so to speak. However...

I'm only 2 chapters (50 pages) into it, and I must echo another reviewer's comments about poor editing and the pain of parsing ungrammatical sentences - this book really is a chore to read. Beyond the poor editing, many of the paragraphs and side-box examples simply don't make sense. And I don't mean they're over my head, I mean they're illogical and/or nonsensical. I've found multiple instances where a paragraph seems to magically switch context half-way through and then wrap-up with a sentence that's almost a non-sequitor to everything prior.

I'll also echo another common critique - the material seems dated. Even though it was clearly updated recently (example - a review of figures up to 2008 includes a comment about the current economic downturn), and it covers some Internet-based methods, the authors must simply be dated in their knowledge of current technologies and practices related to marketing research. The discussion of "information systems" and "decision support systems" is laughably awkward. Those terms are treated in the way I'd expect from someone back in the early 90's.

As it is, this book is frustrating text on a subject that deserves much better treatment. I give it two stars instead of one in that at least there is some useful material interspersed between the annoying parts. And I'm definitely advising my prof to choose a different book for future use.

This text was required material for my Marketing Research class. Each and every chapter had grammatical errors that made reading the material painful. Much of the information is also dated; there is little in the way of internet survey methods covered in the book, it was still concentrating on phone surveys. In many areas, the book was overly simplistic; not a graduate level text.

I received my product quickly. However, despite having same ISBN this version did not come with a CD. I was satisfied with the price but would have liked to know that the CD was not included through the book seller.

The book is helpful to some degree but some chapters are overly cumbersome and unclear.

This text is currently used in my undergraduate Market Research class. Though the class is small and comprised of English and ESL students, we all agree that this book is very weak in explaining basic market research principles. If you want a book that poorly describes and overcomplicates simplistic and general market research printicples, this is your book. The examples that are intended to evince the general principles are weak at best - that is, they are good marketing research examples, but for an undergrad trying to link an example with a principle, the text does a poor job.

I recently spoke to a Marketing guru, and he recommended reading Churchill's text for market research learning. When I looked up Churchill's text, I found Michigan's business school was using this and that this text received a significantly higher (AMZN) average rating than the Aaker/Kumar/Day/Leone text.

This book is not useful and I recommend choosing another text book...even if the Aaker/Kumar/Day/Leone text is the required one for your market reserach 101 class.

A classic text - continually revised over the years and gets better every time. Had a prior edition during my MBA studies a decade ago and bought a recent edition; a great source of reference for marketing research & analysis.