ESSENTIALS
OF MARKETING RESEARCH, 2nd Edition
by V. Kumar, David Aaker, and George Day
Managers all over the world make decisions on customer, firm,
product, and service related issues on regular basis. In a highly
competitive world, information is the key to success in decision
making. Defining, generating, managing, and interpreting information
through relevant marketing intelligence becomes an integral part
of every organization.
In other words, information is sought after on a continuous basis,
and one strategy that can help facilitate this process is marketing
intelligence. Since marketing research is an integral part of
marketing intelligence, it is necessary to better understand the
tools of marketing research.
The scope of marketing research has expanded in this technological
era. In the presence of forces such as increased globalization
and ever-changing technology, the boundaries of market research
have expanded. It has become all the more critical to understand
the process of marketing research. With the increase in corporate
global competition, the use of marketing intelligence has emerged.
Marketing intelligence is a form of business intelligence where
legal, ethical collection of data and information is analyzed
and transformed for use strategic planning and problem solving.
Tomorrow's managers need to better understand the role of marketing
intelligence today. In order to fulfill such a demand, we have
created this new edition on the essentials of marketing research.
The book clearly focuses on the techniques and steps to marketing
intelligence. It also describes the importance of marketing intelligence
and its usefulness in strategic marketing decision making.
Readers of this book are presented with a treatise on the major
steps in the marketing research process. The book discusses the
importance of marketing research and the role it plays in the
business world. The use of the Internet is explored in the text
along with the global marketing research examples. The computer
revolution has increased the power of marketing research and marketing
intelligence with respect to sophisticated data - collecting and
decision-making opportunities.
The book begins with a macro-level approach, detailing each and
every step of the marketing research process. In describing the
marketing research process, a decision-oriented perspective as
been adopted to help students, who are future managers and researchers,
make better decisions. Detailed discussions of the process, with
numerous examples from the industry, characterize this micro phase.
Finally, the book wraps up with a macro-level treatment of the
applications of the marketing research. Here the traditional 4P
research, as well as contemporary issues such as brand equity,
customer satisfaction research, and emerging issues that continue
to fascinate marketers, such as direct marketing, database marketing,
and relationship marketing are addressed.
John
Wiley & Sons, Inc. ISBN # 0-471-41235-X
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