Marketing Research

by David A. Aaker, George S. Day

Chapters have been updated and refined--there is new material on such topics as the uses of scanner data, geocoding, and ethics in research, and there are many new examples and discussion questions. Includes in-depth discussion on research in advertising, market analysis, forecasting, and new product development. Contains 50 cases, 10 of which are new, including two on ethical issues.

Genres: Reference

784 pages, Hardcover

Published January 16, 1990

Reviews

[Amir Jabbari · Rating 3 out of 5]

The marketing research by Aaker introduces you to an effective market research planning methodology, however, most of the tools covered in the book are outdated especially those related to data analysis and market research through the Internet