Marketing Research

In a data-driven era, Marketing Research offers a comprehensive exploration of the techniques and strategies essential for effective decision-making in the field of marketing. Authored by David A. Aaker, V. Kumar, and George S. Day, this well-established text guides readers through the entire marketing research process - from understanding when and how to apply research methods to evaluating the impact of research outcomes. Designed to illuminate both established and emerging methodologies, the book discusses a wide range of research alternatives, helping future managers and researchers distinguish between effective and less effective approaches. The authors stress the importance of transforming vast amounts of marketing data into strategic insights, ultimately empowering professionals with practical applications and real-world examples. Published by Wiley in 2000, this 776-page paperback work remains an indispensable resource for those seeking a thorough yet accessible introduction to modern marketing research. Its clear, step-by-step presentation makes it an essential reference for anyone committed to harnessing research techniques for strategic advantage.