Market Research 7e Student Edition

Author: David A. Aaker, V. Kumar, George S. Day
Publisher: John Wiley Sons
Publication Date: 2000-01-01
Features:
Relevant and recent examples and citations
Expanded coverage of e-commerce and database marketing
New cases and problems, covering a wider 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 data analysis
Now available with SPSS(r) software. 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.
The original title of this book is "Marketing Research 7e."