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This is the new edition of the book we used in the marketing research course at the Michigan Business School. It was great then and is even better now that they have tightened it up and slimmed it down a bit. It reads clearly, is focused, and doesn't pull any punches about the benefits, tradeoffs, and limitations of the various problems and methods involved in this subject.
Rather than focusing on decision support systems or marketing information systems, this book is focused on a project based approach. The authors help you recognize a problem, how to formulate it clearly, present it to decision makers for approval, designing the research to be done, data design and collection methods, they offer sample designs which is very helpful. They then do a fabulous job on data analysis and conclude by showing you how to present a proper research report.
There are several helpful appendices providing statistical values for those calculator based problems, but, really, who doesn't use a spreadsheet or SPSS or some similar package anymore?
There is also a glossary, a subject index, and an author index.
This is a standard text on the subject, and it is terrific.
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on July 3, 2011
We used this textbook in a graduate marketing research class at USC. Now the presentation overall is fine, but the book is riddled with proofreading errors. Not in the text, but in the math formulas and values tables. The authors present a math formula and then a sample problem, but the solution in the sample problem doesn't match the result from the formula. So I would end up puzzling this out for a while and realize that an exponent was missing from the formula. Or parentheses. Or a variable. Or I would use values from the tables on the cover and get the wrong result because . . . the values in the table were wrong. Finally, after wasting several hours over the first half dozen badly proofed formulas, I went out and purchased Aaker's marketing research textbook, which HAS been proofread and the formulas are correct. So everytime I found a formula in the Iacobucci textbook, I would go looking for it in the Aaker textbook and use what I found there, thus saving myself hours of work puzzling over why sample problem results didn't match the actual formula in Iacobucci. I also ended up using the tables in Aaker because the tables in Iacobucci were unreliable.

There are literally dozens of mistakes in the math formulas and tables in the Iacobucci textbook.

Let me make something very clear here -- this is unforgiveable and academically irresponsible. I paid over 200 dollars for this textbook and can forgive an error here and there, but the math formulas are central to the pedagogical value of the book. They should be perfect. There should be no exponents missing, no missing variables, no missing parentheses. The values in the math tables should be perfect. If you screw up the math formulas, you aren't teaching anything to anybody. A student purchasing a rival textbook in order to get the correct math formulas should NEVER happen -- especially if the authors and publisher expect over 200 dollars for their unacceptable efforts.

I speak as a former university professor. It is not just laziness and irresponsibility, it is simple acadmic dishonesty for Iacobucci and Churchill not to proofread the formulas in their textbook. They are making tons of money from this textbook and the publisher is making even more money. You would think they could spare an hour or two to check the formulas, rather than expecting students to spend hours and days trying to figure out the correct formula (or worse, learning the wrong ones).

It is also the responsibility of faculty to make sure that the math in a textbook is proofread and accurate. Never assume that the publisher or authors has checked them. Especially if the authors' names are "Iacobucci" or "Churchill."
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on November 13, 2006
This book is an excellent introduction and advanced resource for all those that wish to be a marketing research professional (or to those that just want to understand it). The authors present in-depth explanations of the field's theory populated with day-to-day examples.

I have read it attentively more than once and it was a very useful resource for two courses in my masters: 'Research methods in markets and in organizations' and 'Data Analysis in Marketing'. In both courses, the Professors were really weak, and I learned most of the topics thanks to the book. Some of the themes treated in the book are:

Part 1: Marketing Research, the Research Process, and Problem definition. Part 2: Determine Research Design. Part 3: Design Data-Collection Method and Forms. Part 4: Sample Design and Data Collection. Part 5: Analysis and Interpretation of Data. Part 6: The Research Report.

The book fits academic as well as industry readers and the content justifies the price.
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on March 20, 1998
An excellent work both theory and analysis. Provides an insight about the math requirments for the Marketing Researcher. In certain areas it gives the basic ideas - pp 752,753 - Fig.13.1 Histogram and Frequency Polygon of Incomes of Families in Car Ownership study. The Preface states- this edition, is designed to avoid such extremes by providing the student with a thorough treatment of the important concepts, both simple and complex - This aspect is proved in every section of the book. Really it will help the student to develop their creativie and analytical marketing skills. A very good work.
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on July 20, 2014
This is a great textbook. I used this for an MBA course and it is very concise and informative. The book clearly and accurately describes the marketing research process and details how firms can use marketing research to gain a competitive advantage.
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on September 11, 2014
Using this for an MBA course. It's an easy read if you've taken other marketing courses and/or stats, but still a good book if you're passionate about marketing and/or business.
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on October 30, 2013
This was the correct book I needed for my class and it had everything I needed. It wasn't the version the professor wanted but still had all of the material.
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on September 6, 2013
First this book is really expensive. Content-wise was ok, however, I did notice a few typos.

I used this book for an MBA class.
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on February 28, 2010
I received the correct book quicker than they promised. Extremely happy with the purchase
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on October 22, 2014
Prompt delivery service and the second hand is still in a very good quality. Worth it.
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