Book Reviews : MARKETING RESEARCH by David A. Aaker and George S. Day (New York: John Wiley and Sons,Inc.,1980,628 pp.,$21.95)

Aaker, D.A. Multivariate Analysis in Marketing: Theory and Applications. Belmont, CA: Wadsworth (1971)

Brown, F.E. Marketing Research, A Structure for Decision Making. Reading, Mass.: Addison-Wesley (1980)

Churchill, G.A. , Jr. Marketing Research: Methodological Foundations, 2nd ed. Hinsdale, Ill.: Dryden Press (1979)

Kinnear, T.C. and J.R. Taylor. Marketing Research, An Applied Approach. New York: McGraw-Hill (1979)

Tull, D.S. and D.I. Hawkins. Marketing Research, Measurement and Method, 2nd ed. New York: Macmillan (1980)