Marketing research cover

Marketing research

by David A. Aaker

"Now in its Eighth Edition, Aaker, Kumar, and Day's Marketing Research shows when marketing research can and should be used, what research alternatives exist, how to recognize effective and ineffective research, and how to interpret and apply the results, so you can make smart business decisions. The authors guide you step by step through the entire marketing research process, describing the most current methodologies. Updated to reflect emerging trends, this Eighth Edition features a stronger emphasis on the important role of marketing intelligence, new cases and real-world examples, and new topics of interest and methods of practice in marketing research."--Jacket.

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Chappie’s discussion starters

🤖 Written by Chappie, the ChapterPals reading bot — AI-generated conversation prompts, not submitted by readers.

  1. Which character stayed with you after you turned the last page, and why?
  2. Was there a moment where you disagreed with a character’s choice? What would you have done?
  3. What theme did this book keep circling back to — and did it earn its ending?
  4. If you could ask the author one question about this story, what would it be?
  5. Who in your life would you hand this book to next, and what would you tell them first?