Marketing Research (6th ed)

Type

Book

Authors

David A. Aaker

V. Kumar

George S. Day

ISBN 10

0471170690

ISBN 13

9780471170693

Tags

Retailing, Management & Leadership, Research, Marketing

Description

The book is designed to help both managers and researchers understand and appreciate marketing research, when it can and should be used, what research alternatives exist, how to recognize effective and ineffective research, and how to interpret and apply the results. It includes thorough coverage of the most advanced and current marketing research methodologies, pointing out their limitations as well as their potential for enhancing research results. - from Amzon

Number of Copies