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Marketing research [Monograph] - 10th ed., international student version
Aaker, D.A. \ cop. 2011
market research - marketing - market surveys - textbooks

This book offers an approach toward communicating the intricacies of this field and its usefulness to the marketing organization.This new tenth edition retains its coverage of the most advanced and current marketing research methodologies and points out their limitations, as well their potential for enhancing research results. It also brings to the forefront the relevance of marketing intelligence, the power of the Internet in marketing research applications, and much more


Used in course: MCB-30306 Consumer Behaviour: Concepts and Research Methods
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Marketing research [Monograph] - 9th edCompanion website
Aaker, D.A. \ Kumar, V. \ Day, G.S. \ cop. 2007
market research - marketing - market surveys - textbooks

This new edition brings to the forefront the relevance of marketing intelligence and the power of the Internet in marketing research applications. The book focuses on the recent trends in marketing intelligence and explains how its various functions are linked to each other in a way that ensures efficient management of the customer-firm relationship. Readers will then learn how to apply the research to business strategies in order to win the customers' share of purchases.· The Nature and Scope of Marketing Research· Data Collection· Data Analysis· Special Topics in Data Analysis· Applications of Marketing Intelligence


Used in course: MCB-30306 Consumer Behaviour: Concepts and Research Methods
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