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Title: Marketing Research by David A. Aaker, V. Kumar, George S. Day ISBN: 0-471-23057-X Publisher: Wiley Text Books Pub. Date: 31 October, 2003 Format: Hardcover Volumes: 1 List Price(USD): $116.95 |
Average Customer Rating: 3.67 (6 reviews)
Rating: 3
Summary: Description of methods, rather than a teaching guide
Comment: This book is a collection of marketing research techniques described at lenght. Serves well as a reference to what happens (conceptually) in each technique. It does not serve as a teaching guide, since there is very little description of the actual procedures involved in performing the techniques. Additionally, almost no information on the actual statistics behind each technique.
Rating: 1
Summary: Ineffective presentation and weak on mutlivariable analysis
Comment: I purchased this book (7th, ISBN=*405) as my first book on Marketing Research. However, this book is very disappointing; multivariable analysis sections are superficial in treatment. In particular, the authors avoid math treatment once basic statistics sections are over. I don't understand the techniques described in those multivariable analysis sections based on whatfs written in this book; I already have the understandings in some of the topics discussed in the book, so I know what I am talking about partly. Also the rest of non-statistical sections are very boring to read, and examples are in some cases not easy to relate to the material in the context directly. What makes me most bored might be authors explaining trivial things like "Hospital is the place to go when you get sick....g (Analogy) Considering the quality of this book in terms of depth, this book is way overpriced. I recommend the following books instead: Business Research Methods by Zikmund (much clear presentation on methodologies), and Probability and Statistics by DeGroot (one of the best in these subjects) for non-multivariable sections, and for multivariable sections, Applied Multivariate Statistical Analysis by Wichern and Johnson (for math taste), and Multivariate Data Analysis by Anderson, et al (for non-math taste). Also recommended is Data Mining Practical Machine Learning Tools and Techniques with Java Implementations by Witten and Frank (for Data Mining programming). P.S. this 7th ISBN=*405 does not include CDROM.
Rating: 3
Summary: Good overview but weak in substance
Comment: Considering that this book was written by the King of Marketing Research and Brand Management, Prof. David Aaker, I had expected more in a graduate-level textbook. However, the examples are simplistic, cases are weak, and the section on statistical methods and analysis would be better omitted in favor of a statistics-specific textbook.
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Title: The Strategy and Tactics of Pricing: A Guide to Profitable Decision Making (3rd Edition) by Thomas T. Nagle, Reed K. Holden, Reed Holden ISBN: 013026248X Publisher: Prentice Hall Pub. Date: 15 January, 2002 List Price(USD): $65.00 |
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Title: Consumer Behavior by Wayne D. Hoyer, Deborah J. MacInnis ISBN: 0618264825 Publisher: Houghton Mifflin Co Pub. Date: 02 December, 2003 List Price(USD): $124.36 |
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Title: Investments + S&P Card + Powerweb + StockTrak discount coupon by Zvi Bodie, Alex Kane, Alan J. Marcus ISBN: 0072503661 Publisher: McGraw-Hill/Irwin Pub. Date: 23 July, 2001 List Price(USD): $144.15 |
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Title: Advertising and Promotion: An Integrated Marketing Communications Perspective, 6/e, with PowerWeb by George E Belch, Michael A Belch, George Belch, Michael Belch ISBN: 0072866144 Publisher: McGraw-Hill/Irwin Pub. Date: 23 April, 2003 List Price(USD): $136.70 |
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Title: Consumer Behavior: Buying, Having, and Being (5th Edition) by Michael R. Solomon ISBN: 013091360X Publisher: Prentice Hall Pub. Date: 13 June, 2001 List Price(USD): $124.00 |
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