Marketing Research [Hardcover]

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

Book Description

ISBN-10: 047123057X | ISBN-13: 978-0471230571 | Publication Date: November 19, 2003 | Edition: 8

Relevant and recent examples and citations.
* In-depth coverage of e-commerce and database marketing.
* Cases and problems cover a wide range of products and organizations.
* Takes readers step by step through the entire marketing research process, describing the most advanced and current methodologies.

Editorial Reviews

From the Back Cover

Make smart decisions based on expert marketing research and intelligence

Now in its Eighth Edition, Aaker, Kumar, and Day’s MARKETING RESEARCH shows 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, so you can make smart business decisions. The authors guide you step by step through the entire marketing research process, describing the most current methodologies.

Updated to reflect emerging trends, this Eighth Edition features a stronger emphasis on the important role of marketing intelligence, new cases and real-world examples, and new topics of interest and methods of practice in marketing research.Highlights

• Integrates technology in marketing research, providing you with clear guidance on how to use marketing analysis and information technology for decision making.
• Presents a broad picture of how business intelligence, marketing intelligence, and marketing research fit into the organization’s need for sustaining competitive advantage.
• Emphasizes decision making in marketing research and marketing intelligence analysis.
• Addresses global concepts and issues in the execution of marketing research.
• Offers insights into contemporary and emerging applications of marketing research and marketing intelligence.

Available with SPSS® software
This Eight Edition can be packaged with SPSS® Student Version 11.0 (set ISBN: 0-471-45885-6).

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.

Product Details

• Hardcover: 800 pages
• Publisher: Wiley; 8 edition (November 19, 2003)
• Language: English
• ISBN-10: 047123057X
• ISBN-13: 978-0471230571
• Product Dimensions: 10.1 x 8.3 x 1.5 inches
• Shipping Weight: 3.6 pounds
• Average Customer Review: 2.9 out of 5 stars  See all reviews (14 customer reviews)
• Amazon Best Sellers Rank: #1,101,046 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.