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 | | Marketing Research (6th ed) by David A. Aaker, V. Kumar, George S. Day ISBN-10: 0471170690 ISBN-10: 0-471-17069-0 ISBN-13: 9780471170693 ISBN-13: 978-0-471-17069-3 Hardcover 1997-10 John Wiley & Sons Find Lowest Price |
Editorials | ||
Book 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. | ||
Reviews | ||
As is Everything was as seller stated, a brand new book on time! Very happy witht the purchase! | ||
this book is a piece of garbage The book does not give any practical view on the subject. The theories are vaguely narrated but not explained. Overall structure totally misses the point of teaching - the concepts and methodoligies are used within the text and elaborated later. Sections explaining various mathemathical models I consider being incomprehensible. | ||
Description of methods, rather than a teaching guide This book is a collection of marketing research techniques described at lenght. Serves well as a reference to what happens (conceptually) in each technique. It does not serve as a teaching guide, since there is very little description of the actual procedures involved in performing the techniques. Additionally, almost no information on the actual statistics behind each technique. | ||
Ineffective presentation and weak on mutlivariable analysis I purchased this book (7th, ISBN=*405) as my first book on Marketing Research. However, this book is very disappointing; multivariable analysis sections are superficial in treatment. In particular, the authors avoid math treatment once basic statistics sections are over. I don't understand the techniques described in those multivariable analysis sections based on whatfs written in this book; I already have the understandings in some of the topics discussed in the book, so I know what I am talking about partly. Also the rest of non-statistical sections are very boring to read, and examples are in some cases not easy to relate to the material in the context directly. What makes me most bored might be authors explaining trivial things like "Hospital is the place to go when you get sick....g (Analogy) Considering the quality of this book in terms of depth, this book is way overpriced. I recommend the following books instead: Business Research Methods by Zikmund (much clear presentation on methodologies), and Probability and Statistics by DeGroot (one of the best in these subjects) for non-multivariable sections, and for multivariable sections, Applied Multivariate Statistical Analysis by Wichern and Johnson (for math taste), and Multivariate Data Analysis by Anderson, et al (for non-math taste). Also recommended is Data Mining Practical Machine Learning Tools and Techniques with Java Implementations by Witten and Frank (for Data Mining programming). P.S. this 7th ISBN=*405 does not include CDROM. | ||
Good overview but weak in substance Considering that this book was written by the King of Marketing Research and Brand Management, Prof. David Aaker, I had expected more in a graduate-level textbook. However, the examples are simplistic, cases are weak, and the section on statistical methods and analysis would be better omitted in favor of a statistics-specific textbook. | ||