{"product_id":"marketing-research-by-david-a-aaker-9781119497585","title":"Marketing Research","description":"\u003cdiv class=\"book-description\"\u003e\n\u003cp\u003e\u003cem\u003eMarketing Research, 13th Edition\u003c\/em\u003e presents a clear and comprehensive introduction to the field, with a strong focus on methodologies and the role of market research in strategic decision making. Employing a unique macro-micro-macro approach, the text begins with a broad overview of market research and its place within—and value to—an organization, before zooming in to detail the granular view of the research process.\u003c\/p\u003e\n\n\u003cp\u003eStep-by-step explanations cover the latest methodologies and current practices, highlighting advanced techniques as well as their limitations and potential benefits, followed by a high-level discussion of research applications.\u003c\/p\u003e\n\n\u003cp\u003eAn emphasis on real-world processes is underscored by end-of-chapter cases, allowing students to apply what they’ve learned in the context of real-life examples covering a broad range of products and organizations. This practical approach promotes engagement while building essential critical analysis, interpretation, and decision-making skills, preparing students to recognize potential research applications, alternatives where they exist, and the quality of research at hand.\u003c\/p\u003e\n\n\u003cp\u003eBy pulling together market intelligence, strategy, theory, and application, this text helps students build a deep understanding while retaining the big picture perspective.\u003c\/p\u003e\n\u003c\/div\u003e","brand":"Unknown","offers":[{"title":"Default Title","offer_id":47461164515564,"sku":"9781119497585","price":302.99,"currency_code":"NZD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0705\/7784\/8556\/files\/9781119497585-marketing-research.jpg?v=1774960344","url":"https:\/\/bookhero.co.nz\/products\/marketing-research-by-david-a-aaker-9781119497585","provider":"Book Hero","version":"1.0","type":"link"}