000			02095nam a22002417a 4500
005			20260722060056.0
020			_a978-9971513894 _cTsh. 21,201/=
020			_a9971513897
040			_aDCC Library _beng. _eAACR
082			_a658.83 AAK
100			_a Aaker, David A.
245			_aMarketing research _cDavid A. Aaker, V. Kumar, George S. Day
250			_a7th ed.
260			_aNew York. : _bJohn Wiley & Sons, _cc2002.
300			_axvi, 754 p. : _bill. ; _c24 cm.
504			_aIncludes index.
505			_aPart I: The nature and scope of marketing research Part II: Data collection Part III: Data analysis Part IV: Special topics in data analysis Part V: Applications
520			_aMarketing 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. 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			_aMarketing research
700			_aKumar, V.
700			_aDay, George S.
942			_cBK
999			_c12970 _d12970