Synopsis
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).