Aaker, David A.
Marketing research David A. Aaker ... [et al.] - 2nd ed. - Milton : John Wiley, c2007. - xix, 601 p. : ill ; 26 cm.
Includes bibliographical references and index.
Marketing Research: The Second Pacific Rim edition reflects contemporary developments and examples in Marketing Research. The text maintains the strengths of the original Aaker, Kumar and Day text, and is presented in an engaging and accessible style. A visual map evolves throughout the text, guiding students through the entire marketing research process step by step. The text retains a clear focus on marketing research as a tool for helping organisations achieve their goals, and uses the macro-micro approach of reviewing the entire research process before considering each component part in detail. The focus is on understanding and conducting market research as the basis for making sound business decisions. FEATURES * Project workbook - to help students create their own market research project comprising a series of practical tips, checklists and worksheets * Practical industry profiles - examples from the Pacific Rim* Coverage of both qualitative and quantitative research methods* Variety of Pacific Rim cases, including 'Online Voting' and 'Coffee Connection' running cases.* Comprehensive text website houses additional resources for both instructors and students, including:* SPSS data sets for use with text exercises and cases* Interactive student quizzing for each chapter of the text.
9780470810705
2009043730
Marketing research
Marketing
HF5415.2 / .M35548 2010
658.8/3
Marketing research David A. Aaker ... [et al.] - 2nd ed. - Milton : John Wiley, c2007. - xix, 601 p. : ill ; 26 cm.
Includes bibliographical references and index.
Marketing Research: The Second Pacific Rim edition reflects contemporary developments and examples in Marketing Research. The text maintains the strengths of the original Aaker, Kumar and Day text, and is presented in an engaging and accessible style. A visual map evolves throughout the text, guiding students through the entire marketing research process step by step. The text retains a clear focus on marketing research as a tool for helping organisations achieve their goals, and uses the macro-micro approach of reviewing the entire research process before considering each component part in detail. The focus is on understanding and conducting market research as the basis for making sound business decisions. FEATURES * Project workbook - to help students create their own market research project comprising a series of practical tips, checklists and worksheets * Practical industry profiles - examples from the Pacific Rim* Coverage of both qualitative and quantitative research methods* Variety of Pacific Rim cases, including 'Online Voting' and 'Coffee Connection' running cases.* Comprehensive text website houses additional resources for both instructors and students, including:* SPSS data sets for use with text exercises and cases* Interactive student quizzing for each chapter of the text.
9780470810705
2009043730
Marketing research
Marketing
HF5415.2 / .M35548 2010
658.8/3