Marketing Research, 7th Edition (Hardcover)

~ George Day (Author), David Aaker (Author), V. Kumar (Author) "Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual..." (more)
Key Phrases: missing discriminating variable, computer interactive interviewing, international marketing research process, United States, New York, Marketing News (more...)

Editorial Reviews

Product Description

Transform a world of marketing data into strategic advantage In a world exploding with marketing data, there's one text that keeps pace with the latest tools, applications, and developments in marketing research. Now in its Seventh Edition, Aaker, Kumar, and Day's Marketing Research shows future managers and researchers 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. The authors take readers step by step through the entire marketing research process, describing the most advanced and current methodologies. Reflecting emerging trends and changes in the marketplace, this new edition has been completely revised, updated, and enhanced. New features include:
* Relevant and recent examples and citations
* Expanded coverage of e-commerce and database marketing
* New cases and problems, covering a wide range of products and organizations
* Marketing Research in Business sections in each chapter that focus on the real-world applications of marketing research
* Firm-specific and data-specific URLs connecting to the most recent information
* New coverage of the use of SPSS(r) in illustrating the data analysis
Now available with SPSS(r) software. This Seventh Edition can be packaged with SPSS(r) Student Version 9.0 (Set ISBN: 0-471-39564-1).

From the Back Cover

Transform a world of marketing data into strategic advantage In a world exploding with marketing data, there’s one text that keeps pace with the latest tools, applications, and developments in marketing research. Now in its Seventh Edition, Aaker, Kumar, and Day’s Marketing Research shows future managers and researchers 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. The authors take readers step by step through the entire marketing research process, describing the most advanced and current methodologies. Reflecting emerging trends and changes in the marketplace, this new edition has been completely revised, updated, and enhanced. New features include:

• Relevant and recent examples and citations
• Expanded coverage of e-commerce and database marketing
• New cases and problems, covering a wide range of products and organizations
• Marketing Research in Business sections in each chapter that focus on the real-world applications of marketing research
• Firm-specific and data-specific URLs connecting to the most recent information
• New coverage of the use of SPSS® in illustrating the data analysis

Now available with SPSS® software. This Seventh Edition can be packaged with SPSS® Student Version 9.0 (Set ISBN: 0-471-39564-1).

See all Editorial Reviews

Product Details

• Hardcover: 816 pages
• Publisher: Wiley; 7 edition (July 21, 2000)
• Language: English
• ISBN-10: 0471363405
• ISBN-13: 978-0471363408
• Product Dimensions: 10.1 x 8.4 x 1.3 inches
• Shipping Weight: 3.6 pounds
• Average Customer Review: 3.2 out of 5 stars  See all reviews (9 customer reviews)
• Amazon.com Sales Rank: #124,073 in Books (See Bestsellers in Books)

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Customer Reviews

Most Helpful Customer Reviews

22 of 24 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

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.

6 of 6 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

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.

5 of 5 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

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.