Marketing research / David A. Aaker, E.T. Grether Professor Emeritus of Marketing and Public Policy, University of California, Berkeley, V. Kumar, Regents Professor, Richard and Susan Lenny Distinguished Chair & Professor in Marketing, Director of the Marketing Ph. D. Program, and Executive Director, Center for Excellence in Brand and Customer Management, Georgia State University ; Chang Jiang Scholar, Huazhong University of Science and Technology, China ; Lee Kong Chain Fellow, Singapore Management University, Singapore ; and ISB Senior Fellow, Indian School of Business, Hyderabad, India, Robert P. Leone, J. Vaughn and Evelyne H. Wilson Chair and Professor of Marketing, Neeley School of Business, Texas Christian University, George S. Day, Geoffrey T. Boisi Professor of Marketing, and Co-Director of the Mack Institute for Innovation Management, Wharton School, University of Pennsylvania.