This Pacific Rim adaptation of the Aaker, Kumar and Day text Marketing Research has combined the strengths of the original with insights and examples suitable for the Pacific Rim region. The clear focus on marketing research as a tool for helping organisations achieve their goals is maintained, as is the macro-micro approach of reviewing the entire research process before considering each component part in detail. Topics of less interest and relevance to the fundamental practice of marketing and marketing research have been eliminated. Other topics, such as Internet marketing research, have been integrated. New topics, particularly an expanded focus on qualitative research techniques, have been added to position this book as the necessary tool for successfully marching into the new millennium. The text begins with a macro-level treatment of what marketing research is, where it fits within an organisation, and how it helps in managerial decision-making. Here, the marketing research industry is also discussed. Both suppliers and users are briefly treated. The body of the text takes a micro-level approach, detailing each and every step of the marketing research process. In describing the marketing research process, a decision-oriented perspective has been adopted to help students, who are future managers and researchers, make better decisions. Detailed discussions of the process, with numerous examples from the industry, characterise this micro phase.
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