000			01616cam a2200301zu 4500
001			10236456
003			FRCYB10236456
005			20251020123602.0
006			m o d
007			cr un
008			251020s2006 fr | o|||||0|0|||eng d
020			_a9780470050767
035			_aFRCYB10236456
040			_aFR-PaCSA _ben _c _erda
100	1		_aAaker, David A.
245	0	1	_aMarketing Research _c['Aaker, David A.', 'Kumar, V.', 'Day, George S.']
264		1	_bJohn Wiley & Sons _c2006
300			_a p.
336			_btxt _2rdacontent
337			_bc _2rdamdedia
338			_bc _2rdacarrier
650		0	_a
700	0		_aAaker, David A.
700	0		_aKumar, V.
700	0		_aDay, George S.
856	4	0	_2Cyberlibris _uhttps://international.scholarvox.com/netsen/book/10236456 _qtext/html _a
520			_aThis text takes a "macro-micro-macro" approach toward communicating the intricacies of marketing research and its usefulness to the marketing organization. The book begins with a macro-level treatment of what marketing research is, where it fits within an organization, and how it helps in managerial decision-making. The body of the text takes a micro-level approach, detailing each step of the marketing research process using a decision-oriented perspective. The authors wrap up with a macro-level treatment of the applications of marketing research. As with previous editions, the text provides thorough coverage of the most advanced and current marketing research methodologies, point out their limitations, as well their potential for enhancing research results.
999			_c1554682 _d1554682