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Marketing Research Hardcover – December 21, 2009

ISBN-13: 978-0470317259 ISBN-10: 0470317256 Edition: 10th

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Editorial Reviews

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
--This text refers to an out of print or unavailable edition of this title.

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. --This text refers to an out of print or unavailable edition of this title.
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Product Details

  • Hardcover: 816 pages
  • Publisher: Wiley; 10 edition (December 21, 2009)
  • Language: English
  • ISBN-10: 0470317256
  • ISBN-13: 978-0470317259
  • Product Dimensions: 8.4 x 1.3 x 10.2 inches
  • Shipping Weight: 3 pounds (View shipping rates and policies)
  • Average Customer Review: 3.1 out of 5 stars  See all reviews (17 customer reviews)
  • Amazon Best Sellers Rank: #672,895 in Books (See Top 100 in Books)

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Customer Reviews

Additionally, almost no information on the actual statistics behind each technique.
Denis Benchimol Minev
I already decided I would not continue to read this book even if the professor said it would be covered in the exam in details because it is truly a waste of my time.
daweic
And I don't mean they're over my head, I mean they're illogical and/or nonsensical.
Chris B.

Most Helpful Customer Reviews

26 of 30 people found the following review helpful By A Customer on August 3, 2002
Format: Hardcover
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.
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8 of 8 people found the following review helpful By John B Franklin on July 7, 2002
Format: Hardcover
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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7 of 7 people found the following review helpful By Denis Benchimol Minev on February 11, 2003
Format: Hardcover
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.
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6 of 7 people found the following review helpful By Eric Aros on May 19, 2000
Format: Hardcover
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.
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1 of 1 people found the following review helpful By daweic on May 6, 2012
Format: Hardcover Verified Purchase
I bought this book since it was required for my marketing research MBA class. Reading this book was painful as it had all the grammar issues other readers pointed out, and even if you make your way through you realize that it is simply describing stuff you already know a long time ago in an over-complicating way, as if the sole purpose is just to make matters hard to understand. I already decided I would not continue to read this book even if the professor said it would be covered in the exam in details because it is truly a waste of my time.
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A Kid's Review on July 19, 2010
Format: Hardcover
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.
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Format: Hardcover Verified Purchase
Make sure you get the latest edition (11th edition), because it includes a new chapter about Marketing on the Internet. This is a good book with a lot of good information.
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Format: Hardcover Verified Purchase
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.
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