Marketing research
By: David A. Aaker, V. Kumar, George S. Day.
Contributors: Kumar, V.; Day, George S.
Edition: 8th ed.
Publisher: John Wiley & Sons
Published: 2004
Place of publication: New York
Language: eng
Number of pages: 774
Subjects: Marketing research.
Description: "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."--Jacket.
Notes: Includes bibliographical references and index.