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Marketing Research
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Summary
Real-world case studies at the end of each chapter help students apply concepts to diverse products and organisations, fostering critical skills in analysis, interpretation, and decision making. The book integrates market intelligence, strategy, theory, and application to deliver a comprehensive understanding while maintaining a big picture perspective.
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Marketing Research
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Book Hero Magic created this recommendation. While it's new and still learning, it may not be perfect - your feedback is welcome! IS THIS YOUR NEXT READ?
This book is ideal for students and professionals seeking a clear, practical foundation in market research, especially those interested in strategic business applications and developing critical analytical skills.
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See moreRevised edition of Marketing research, [2016]
Book Hero Magic formatted this description to make it easier to read. While it's new and
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Description
Marketing Research, 13th Edition 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.
Book Details
INFORMATION
ISBN: 9781119497585
Publisher: John Wiley & Sons Inc
Format: Paperback / softback
Date Published: 06 August 2020
Country: United States
Imprint: John Wiley & Sons Inc
Edition: 13th edition
Audience: Tertiary education
DIMENSIONS
Spine width: 33.0mm
Width: 203.0mm
Height: 254.0mm
Weight: 1315g
Pages: 768
About the Author
David A. Aaker is professor of Marketing, Emeritus at the Haas School of Business, University of California Berkeley. He is a leading expert on brand strategy and strategic marketing. He is the author of over seven books for both the practioner and the student of marketing.
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