Catalogue


The handbook of marketing research [electronic resource] : uses, misuses, and future advances /
edited by Rajiv Grover, Marco Vriens.
imprint
Thousand Oaks : Sage Publications, c2006.
description
xi, 705 p. : ill., ; 26 cm.
ISBN
141290997X (cloth)
format(s)
Book
Subjects
More Details
imprint
Thousand Oaks : Sage Publications, c2006.
isbn
141290997X (cloth)
restrictions
Licensed for access by U. of T. users.
catalogue key
8428657
 
Includes bibliographical references and index.
A Look Inside
Full Text Reviews
Appeared in Choice on 2007-01-01:
Grover (Univ. of Georgia) and Vriens (Microsoft Corporation) have blended the contributions of 48 well-qualified academics and professionals to produce a comprehensive, in-depth guide to modern market research. Of necessity, a large portion of the book describes the many traditional and recently developed techniques of data analysis. Current approaches to data collection are presented, as are issues that would be of interest largely to users of market research, e.g., ad testing, measuring brand equity, and assessing consumer satisfaction. A unique feature of this work is its emphasis on the potential of market research as a generator of marketing insights, thus positioning market research as a trusted adviser. This handbook can serve as an up-to-date reference for market research suppliers as well as a guide for users. Although some knowledge of statistics would be useful to fully appreciate several chapters, the text is remarkably accessible to anyone seriously interested in or involved with market research. ^BSumming Up: Highly recommended. Upper-division undergraduate through professional collections. W. C. Struning emeritus, Seton Hall University
Reviews
Review Quotes
"This handbook comprehensively explores approaches for delivering market insights for fact-based decision-making in a market-oriented firm. Divided into four parts, it addresses: (1) the different nuances of delivering insights, (2) quantitative, qualitative, and online data gathering techniques, (3) basic and advanced data analysis methods, and (4) the substantial marketing issues that clients are interested in receiving through marketing research. It is a valuable resource for all studetns and instructors of marketing research."
"In addition to discussing relevant content, the various contributors to the book are excellent communicators. Sentences are clear, paragraphs are coherent, and chapters fulfill the promise of their introductions, and readers will benefit from the diagrams, figures, and charts that are used to enhance the text. I enjoyed reading this book and recommend it highly. This book will be of particular interest to advanced students, academics, and practitioners. Although statistical background is necessary to comprehend the advanced analytical techniques, most readers are likely to benefit from the overviews provided in this well-written book." '"Guldem Gokcek, JOURNAL OF MARKETING
"In addition to discussing relevant content, the various contributors to the book are excellent communicators. Sentences are clear, paragraphs are coherent, and chapters fulfill the promise of their introductions, and readers will benefit from the diagrams, figures, and charts that are used to enhance the text. I enjoyed reading this book and recommend it highly. This book will be of particular interest to advanced students, academics, and practitioners. Although statistical background is necessary to comprehend the advanced analytical techniques, most readers are likely to benefit from the overviews provided in this well-written book." -Guldem Gokcek, JOURNAL OF MARKETING
" In addition to discussing relevant content, the various contributors to the book are excellent communicators. Sentences are clear, paragraphs are coherent, and chapters fulfill the promise of their introductions, and readers will benefit from the diagrams, figures, and charts that are used to enhance the text.  I enjoyed reading this book and recommend it highly. This book will be of particular interest to advanced students, academics, and practitioners. Although statistical background is necessary to comprehend the advanced analytical techniques, most readers are likely to benefit from the overviews provided in this well-written book."                                                                                       - Guldem Gokcek, JOURNAL OF MARKETING
"Grover and Vriens have blended the contributions of 48 well-qualified academics and professionals to produce a comprehensive, in-depth guide to modern market research. A unique feature of this work is its emphasis on the potential of market research as a generator of marketing insights, this positioning market research as a trusted adviser. This handbook can serve as an up-to-date reference for market research suppliers as well as a guide for users. Highly Recommended."
" In addition to discussing relevant content, the various contributors to the book are excellent communicators. Sentences are clear, paragraphs are coherent, and chapters fulfill the promise of their introductions, and readers will benefit from the diagrams, figures, and charts that are used to enhance the text. I enjoyed reading this book and recommend it highly. This book will be of particular interest to advanced students, academics, and practitioners. Although statistical background is necessary to comprehend the advanced analytical techniques, most readers are likely to benefit from the overviews provided in this well-written book." - Guldem Gokcek, JOURNAL OF MARKETING
This item was reviewed in:
Choice, January 2007
To find out how to look for other reviews, please see our guides to finding book reviews in the Sciences or Social Sciences and Humanities.
Summaries
Main Description
Accessible and reader-friendly this handbook promotes the curent overarching business philosophy of customer/market focus by emphasizing the need for market research to provide the insights required for making decisions. This book identifies such troubling current trends as biased sample answers on long questionnaires, and 'professionals' whose job is to skew focus group responses. Top international researchers from both academia and practice have come together here to provide a broad range of ideas and applications.
Main Description
The Handbook of Marketing Research: Uses, Misuses, and Future Advances comprehensively explores the approaches for delivering market insights for fact-based decision making in a market-oriented firm. Divided into four parts, the Handbook addresses (1) the different nuances of delivering insights; (2) quantitative, qualitative, and online data gathering techniques; (3) basic and advanced data analysis methods; and (4) the substantial marketing issues that clients are interested in resolving through marketing research.
Main Description
Accessible and reader friendly this handbook promotes the curent overarching business philosophy of customer//market focus by emphasising the need for market research to provide the insights required for making decisions. This book identifies such troubling current trends as biased sample answers on long questionnaires, and 'professionals' whose job is to skew focus group responses. Top international researchers from both academia and practice have come together here to provide a broad range of ideas and applications.
Long Description
The Handbook of Marketing Research: Uses, Misuses, and Future Advances comprehensively explores the approaches for delivering market insights for fact-based decision making in a market-oriented firm. Divided into four parts, the Handbook addresses (1) the different nuances of delivering insights; (2) quantitative, qualitative, and online data gathering techniques; (3) basic and advanced data analysis methods; and (4) the substantial marketing issues that clients are interested in resolving through marketing research. Key Features: Appeals to users as well as suppliers of marketing research: Comprehensive topics in marketing research (such as philosophy, techniques, and applications) are delivered in a reader-friendly, applications-oriented, and non-mathematical fashion. Covers many cutting-edge techniques of data collection and analysis: Traditional quantitative techniques, innovative qualitative techniques, and emerging online methods are presented. Provides a broad range of current ideas and applications: The contributors address models of the impact of marketing mix variables, segmentation, brand equity, satisfaction, customer lifetime value, and marketing ROI. Chapters on international marketing research and marketing management support systems are also included. Talk to the author! http: //www.terry.uga.edu/%7Ergrover/hb_main.html
Table of Contents
Introduction: The Changing World of Marketing Research
Acknowledgments
Foundational Design
Trusted Adviser: How It Helps Lay the Foundations for Insights
Structuring Market Research Departments and Processes for Optimal Impact
What Do "Really Good" Managers and "Really Good" Researchers Want of One Another?
Data Collection
Deep Engagement With Consumer Experience: Listening and Learning With Qualitative Data
Questionnaire Design and Scale Development
Response Biases in Marketing Research
Online Marketing Research
Advanced Techniques and Technologies in Online Research
Sampling and Weighting
Dealing With Missing Data in Surveys and Databases
Analysis and Modeling
Basic Data Analysis
Marketing Decision Support Models: The Marketing Engineering Approach
Using Regression to Answer "What If"
Advance Regression Models
Conjoint Analysis: Understanding Consumer Decision Making
Construction of Efficient Designs for Discrete Choice Experiments
Structural Equation Modeling
Cluster Analysis and Factor Analysis
Latent Structure Regression
Hierachical Bayes Models
Hazard/Survival Models in Marketing
An Introduction to Data Mining
Conceptual Applications
Ad Testing
Modeling Marketing Mix
A Guide to the Design and Execution of Segmentation Studies
Measuring Brand Equity
Customer Satisfaction Research
Measuring Customer Equity and Calculating Marketing ROI
Customer Lifetime Value
International Marketing Research
Marketing Management Support Systems and Their Implications for Marketing Research
Author Index
Subject Index
About the Editors
About the Contributors
Table of Contents provided by Ingram. All Rights Reserved.

This information is provided by a service that aggregates data from review sources and other sources that are often consulted by libraries, and readers. The University does not edit this information and merely includes it as a convenience for users. It does not warrant that reviews are accurate. As with any review users should approach reviews critically and where deemed necessary should consult multiple review sources. Any concerns or questions about particular reviews should be directed to the reviewer and/or publisher.

  link to old catalogue

Report a problem