Marketing research (Record no. 12970)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 02095nam a22002417a 4500 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 978-9971513894 |
| Terms of availability | Tsh. 21,201/= |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 9971513897 |
| 040 ## - CATALOGING SOURCE | |
| Original cataloging agency | DCC Library |
| Language of cataloging | eng. |
| Description conventions | AACR |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Classification number | 658.83 AAK |
| 100 ## - MAIN ENTRY--AUTHOR NAME | |
| Personal name | Aaker, David A. |
| 245 ## - TITLE STATEMENT | |
| Title | Marketing research |
| Statement of responsibility, etc | David A. Aaker, V. Kumar, George S. Day |
| 250 ## - Edition Statement | |
| Edition statement | 7th ed. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Place of publication | New York. : |
| Name of publisher | John Wiley & Sons, |
| Year of publication | c2002. |
| 300 ## - PHYSICAL DESCRIPTION | |
| Number of Pages | xvi, 754 p. : |
| Other physical details | ill. ; |
| Dimensions | 24 cm. |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE | |
| Bibliography, etc | Includes index. |
| 505 ## - Formatted Contents | |
| Formatted contents note | Part I: The nature and scope of marketing research<br/>Part II: Data collection<br/>Part III: Data analysis<br/>Part IV: Special topics in data analysis<br/>Part V: Applications |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc | Marketing Research, presents a clear and comprehensive introduction to the field, with a strong focus on methodologies and the role of market research in strategic decision making. Employing a unique macro-micro-macro approach, the text begins with a broad overview of market research and its place within--and value to--an organization, before zooming in to detail the granular view of the research process. Step-by-step explanations cover the latest methodologies and current practices, highlighting advanced techniques as well as their limitations and potential benefits, followed by a high-level discussion of research applications.<br/>An emphasis on real-world processes is underscored by end-of-chapter cases, allowing students to apply what they’ve learned in the context of real-life examples covering a broad range of products and organizations. This practical approach promotes engagement while building essential critical analysis, interpretation, and decision-making skills, preparing students to recognize potential research applications, alternatives where they exist, and the quality of research at hand. By pulling together market intelligence, strategy, theory, and application, this text helps students build a deep understanding while retaining the big picture perspective. |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Term | Marketing research |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Kumar, V. |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Day, George S. |
| 942 ## - ADDED ENTRY ELEMENTS | |
| Item type | Book |
| Withdrawn status | Lost status | Damaged status | Not for loan | Permanent Location | Current Location | Date acquired | Source of acquisition | Full call number | Accession Number | Copy number | Price effective from | Koha item type |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Mzumbe University Dar es Salaam Campus Library | Mzumbe University Dar es Salaam Campus Library | 01/06/2006 | Nairobi University Bookshop | 658.83 AAK | U0005725 | 1 | 22/07/2026 | Book | ||||
| Mzumbe University Dar es Salaam Campus Library | Mzumbe University Dar es Salaam Campus Library | 01/06/2006 | Nairobi University Bookshop | 658.83 AAK | U0005726 | 2 | 22/07/2026 | Book | ||||
| Mzumbe University Dar es Salaam Campus Library | Mzumbe University Dar es Salaam Campus Library | 01/06/2006 | Nairobi University Bookshop | 658.83 AAK | U0005727 | 3 | 22/07/2026 | Book | ||||
| Mzumbe University Dar es Salaam Campus Library | Mzumbe University Dar es Salaam Campus Library | 01/06/2006 | Nairobi University Bookshop | 658.83 AAK | U0005728 | 4 | 22/07/2026 | Book | ||||
| Mzumbe University Dar es Salaam Campus Library | Mzumbe University Dar es Salaam Campus Library | 01/07/2006 | R.K Printing | 658.83 AAK | U0005729 | 5 | 22/07/2026 | Book | ||||
| Mzumbe University Dar es Salaam Campus Library | Mzumbe University Dar es Salaam Campus Library | 01/07/2006 | R.K Printing | 658.83 AAK | U0005730 | 6 | 22/07/2026 | Book | ||||
| Mzumbe University Dar es Salaam Campus Library | Mzumbe University Dar es Salaam Campus Library | 01/07/2006 | R.K Printing | 658.83 AAK | U0005731 | 7 | 22/07/2026 | Book | ||||
| Mzumbe University Dar es Salaam Campus Library | Mzumbe University Dar es Salaam Campus Library | 01/07/2006 | R.K Printing | 658.83 AAK | U0005732 | 8 | 22/07/2026 | Book |