Marketing Research by Leone

Book Summary:

This text book 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. Step-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.

ISBN: 9781119497493

Authors:

V. Kumar, Robert P. Leone, David A. Aaker, George S. Day