Marketing Research

Marketing Research
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Marketing Research
V. Kumar; Robert P. Leone; David A. Aaker; George S. Day
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Estimated Dispatch Date: 13 Jul 2022

Marketing Research

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.

Product Information
ISBN13 (SKU)
9781119497585
Title
Marketing Research
Author
V. Kumar; Robert P. Leone; David A. Aaker; George S. Day
Edition
13th
Publisher
John Wiley
Publication Date
2020
Country of Publication
United States
Format Type
Physical
Number of Pages
768
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