Marketing Research [Hardcover]

David A. Aaker (Author), V. Kumar (Author), George S. Day (Author)

Book Description

Publication Date: October 2, 2006 | ISBN-10: 0470050764 | ISBN-13: 978-0470050767 | Edition: 9

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.

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.

Product Details

• Hardcover: 792 pages
• Publisher: Wiley; 9 edition (October 2, 2006)
• Language: English
• ISBN-10: 0470050764
• ISBN-13: 978-0470050767
• Product Dimensions: 10 x 7.9 x 1.3 inches
• Shipping Weight: 3 pounds
• Average Customer Review: 2.9 out of 5 stars  See all reviews (14 customer reviews)
• Amazon Best Sellers Rank: #524,465 in Books (See Top 100 in Books)

Customer Reviews

Most Helpful Customer Reviews

25 of 28 people found the following review helpful:

1.0 out of 5 stars Ineffective presentation and weak on mutlivariable analysis, August 3, 2002

By A Customer

This review is from: Marketing Research, 7th Edition (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.

7 of 7 people found the following review helpful:

3.0 out of 5 stars Good overview but weak in substance, July 7, 2002

By 

John B Franklin (Wayzata, MN United States) - See all my reviews

This review is from: Marketing Research, 7th Edition (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.

6 of 6 people found the following review helpful:

3.0 out of 5 stars Description of methods, rather than a teaching guide, February 11, 2003

By 

Denis Benchimol Minev "Amazonia" (Manaus, Amazonas, Brazil) - See all my reviews
(VINE VOICE)   

This review is from: Marketing Research, 7th Edition (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.