Marketing Research van V. Kumar, Robert P. Leone, and David A. Aaker is an English-language textbook on marketing research. It targets students in higher education and extensively covers the role and value of marketing research within organizations.
This book provides a clear introduction to marketing research, with special attention to its methodologies and processes. The model follows a macro-micro-macro approach: it first outlines the broader overview, then explains the various research steps and techniques in detail, and finally discusses real-world applications. The descriptions of methodologies and their advantages and limitations make it suitable for strategic decision-making. Practical cases at the end of each chapter help students apply theoretical knowledge to real situations, fostering critical thinking and interpretation.
The book aligns in content with topics such as market research, BUSINESS & ECONOMICS, marketing, and research. It is a valuable reference work for programs focused on business and marketing.