Marketing Research: Fifth Edition
	By David A. Aaker, V. Kumar and George S. Day
	New York: John Wiley & Sons, 1995 ISBN 0-471-55254-2

We begin with a macro-level treatment of what marketing research is, where it fits within an organization, and how it helps in managerial decision making. Here, we also discuss the marketing research industry, with a brief treatment of both suppliers and users. The body of the text takes a micro-level approach, detailing each and every step of the marketing research process. In describing the marketing research process, a decision-oriented perspective has 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, we wrap up with a macro-level treatment of the applications of marketing research. Here we address the traditional 4P research, as well as current issues such as brand equity and customer satisfaction research that fascinate marketers.