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R 440.00 OFF!
V. Kumar; Robert P. Leone; David A. Aaker; George S. Day
ISBN: 9781119497585
Estimated Dispatch Date: 01 Dec 2021
Was R 3 350.00
now R 2 910.00
Low stock (Online Only)


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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