Marketing Research

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Summary: Classic text on marketing research
Review: A classic text - continually revised over the years and gets better every time. Had a prior edition during my MBA studies a decade ago and bought a recent edition; a great source of reference for marketing research & analysis.

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Summary: Good overview but weak in substance
Review: 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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Summary: Ineffective presentation and weak on mutlivariable analysis
Review: 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 whatfs 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:
Summary: very good
Review: It is a useful book. I want to have it.

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Summary: Easy book
Review: The definitions were easy to understand and the concepts were explained to a T. The cdrom that came with it was very helpful. The cdrom helped me to understand all of the statistics, correlations and regresion analysis graphs.

Rating:
Summary: Easy book
Review: The definitions were easy to understand and the concepts were explained to a T. The cdrom that came with it was very helpful. The cdrom helped me to understand all of the statistics, correlations and regresion analysis graphs.

Rating:
Summary: Description of methods, rather than a teaching guide
Review: 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:
Summary: Description of methods, rather than a teaching guide
Review: 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.