Amazon cover image
Image from Amazon.com

Marketing research David A. Aaker ... [et al.]

By: Contributor(s): Material type: TextTextPublication details: Milton : John Wiley, c2007.Edition: 2nd edDescription: xix, 601 p. : ill ; 26 cmISBN:
  • 9780470810705
Subject(s): DDC classification:
  • 658.8/3 22
LOC classification:
  • HF5415.2 .M35548 2010
Summary: 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.
Tags from this library: No tags from this library for this title. Log in to add tags.
Star ratings
    Average rating: 0.0 (0 votes)
Holdings
Item type Current library Call number Status Date due Barcode Course reserves
REGULAR University of Wollongong in Dubai Main Collection 658.83 AA MA (Browse shelf(Opens below)) Available T0018816

MARK977 Winter2025

REGULAR University of Wollongong in Dubai Main Collection 658.83 AA MA (Browse shelf(Opens below)) Available T0018817
3 DAY LOAN University of Wollongong in Dubai Main Collection 658.83 AA MA (Browse shelf(Opens below)) Available T0018818

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.

MARK205

There are no comments on this title.

to post a comment.