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• catalog abstract ""Now in its Eighth Edition, Aaker, Kumar, and Day's Marketing Research shows when marketing research can and should be used, what research alternatives exist, how to recognize effective and ineffective research, and how to interpret and apply the results, so you can make smart business decisions. The authors guide you step by step through the entire marketing research process, describing the most current methodologies. Updated to reflect emerging trends, this Eighth Edition features a stronger emphasis on the important role of marketing intelligence, new cases and real-world examples, and new topics of interest and methods of practice in marketing research."--Jacket.".
• catalog contributor b13142428.
• catalog contributor b13142429.
• catalog contributor b13142430.
• catalog contributor b13142431.
• catalog created "c2004.".
• catalog date "2004".
• catalog date "c2004.".
• catalog dateCopyrighted "c2004.".
• catalog description ""Now in its Eighth Edition, Aaker, Kumar, and Day's Marketing Research shows when marketing research can and should be used, what research alternatives exist, how to recognize effective and ineffective research, and how to interpret and apply the results, so you can make smart business decisions. The authors guide you step by step through the entire marketing research process, describing the most current methodologies. Updated to reflect emerging trends, this Eighth Edition features a stronger emphasis on the important role of marketing intelligence, new cases and real-world examples, and new topics of interest and methods of practice in marketing research."--Jacket.".
• catalog description "Includes bibliographical references and index.".
• catalog description "The Nature and Scope of Marketing Research -- A Decision-Making Perspective on Marketing Research -- Learning Objectives -- Role of Marketing Research in Managerial Decision Making -- Factors that Influence Marketing Research Decisions -- Ethics in Marketing Research -- The Respondent's Ethics and Rights -- International Marketing Research -- Ethical Dilemmas in Marketing Research -- Marketing Research in Practice -- Learning Objectives -- Information Systems, Decision Support Systems, and Marketing Research -- Marketing Decision Support Systems -- Suppliers of Information -- Criteria for Selecting External Suppliers -- The International Marketing Research Industry -- Career Opportunities in Marketing Research -- Marketing Research Jobs -- The Marketing Research Process -- Learning Objectives -- Overview of the Marketing Research Process -- The Preliminary Stages of the Marketing Research Process -- Planning a New HMO -- The International Marketing Research Process -- The Value of Research Information Using Bayesian Decision Theory -- A VideOcart Test for Bestway Stores -- Sperry/MacLennan Architects and Planners -- Phillips Electronics NV -- Philip Morris Enters Turkey -- Research Design and Implementation -- Learning Objectives -- Research Approach -- Research Tactics and Implementation -- Budgeting and Scheduling the Research Project -- Research Proposal -- Designing International Marketing Research -- Issues in International Research Design -- Errors in Research Design -- Reynolds Tobacco's Slide-Box Cigarettes.".
• catalog extent "xvii, 774 p. :".
• catalog hasFormat "Marketing research.".
• catalog identifier "047123057X (cloth)".
• catalog isFormatOf "Marketing research.".
• catalog issued "2004".
• catalog issued "c2004.".
• catalog language "eng".
• catalog publisher "New York : John Wiley & Sons,".
• catalog relation "Marketing research.".
• catalog subject "658.8/3 22".
• catalog subject "HF5415.2 .A14 2004".
• catalog subject "Marketing research.".
• catalog tableOfContents "The Nature and Scope of Marketing Research -- A Decision-Making Perspective on Marketing Research -- Learning Objectives -- Role of Marketing Research in Managerial Decision Making -- Factors that Influence Marketing Research Decisions -- Ethics in Marketing Research -- The Respondent's Ethics and Rights -- International Marketing Research -- Ethical Dilemmas in Marketing Research -- Marketing Research in Practice -- Learning Objectives -- Information Systems, Decision Support Systems, and Marketing Research -- Marketing Decision Support Systems -- Suppliers of Information -- Criteria for Selecting External Suppliers -- The International Marketing Research Industry -- Career Opportunities in Marketing Research -- Marketing Research Jobs -- The Marketing Research Process -- Learning Objectives -- Overview of the Marketing Research Process -- The Preliminary Stages of the Marketing Research Process -- Planning a New HMO -- The International Marketing Research Process -- The Value of Research Information Using Bayesian Decision Theory -- A VideOcart Test for Bestway Stores -- Sperry/MacLennan Architects and Planners -- Phillips Electronics NV -- Philip Morris Enters Turkey -- Research Design and Implementation -- Learning Objectives -- Research Approach -- Research Tactics and Implementation -- Budgeting and Scheduling the Research Project -- Research Proposal -- Designing International Marketing Research -- Issues in International Research Design -- Errors in Research Design -- Reynolds Tobacco's Slide-Box Cigarettes.".
• catalog title "Marketing research / David A. Aaker, V. Kumar, George S. Day.".
• catalog type "text".