Marketing Research: Private and Public Sector Decisions

Marketing Research: Private and Public Sector Decisions

by David A. Aaker, George S. Day
     
 

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,…  See more details below

Overview

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.

Product Details

ISBN-13:
9780471000594
Publisher:
Wiley, John & Sons, Incorporated
Publication date:
02/01/1980
Series:
Marketing Series
Pages:
628

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