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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.
- Sales Rank: #222665 in Books
- Published on: 2006-06-23
- Original language: English
- Number of items: 1
- Dimensions: 10.30" h x 1.66" w x 7.14" l, 3.11 pounds
- Binding: Hardcover
- 720 pages
Review
"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." (APADE 2006-12-05)
"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." (W. C. Struning 2007-01-18)
"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 (Guldem Gokcek Journal of Marketing - July 2007, Volume 71, Number 3 2008-03-03)
About the Author
Dr. Rajiv Grover is the Head of the Marketing Department and holder of the Terry Chair of Marketing at the Terry College of Business, The University of Georgia in Athens, Georgia. The Department of Marketing houses the unique Master of Marketing Research program, and through the Department’s Center of Marketing Studies it conducts several executive programs in Marketing Research. Dr. Grover has received several honors for his research and teaching efforts including the O'Dell award for the best paper in the Journal of Marketing Research and the Hugh O. Nourse Outstanding MBA Teacher Award. He received a Ph.D. degree in Marketing from the University of Massachusetts at Amherst; an MBA degree from Indian Institute of Management, Calcutta; and an Electronics Engineering BTech degree from IIT, Kharagpur.
Dr. Marco Vriens is Group Research Manager at Microsoft Corp. Prior to joining Microsoft, he was the Chief Research Officer at Millward Brown IntelliQuest and Sr. Vice President at Research International. Prior to that, he was Professor of Marketing Research at the University of Groningen in the Netherlands. He has co-authored seminal papers on market segmentation, conjoint analysis, and choice modeling. His current interests are in the areas of strategic market research and market research organizational issues. Dr. Vriens has published more than 50 papers in a wide variety of journals. He has received several Best Paper awards including the David K. Hardin memorial award. He is also author of Conjoint Analysis in Marketing (University of Groningen, 1995). He has been a consultant to many leading companies such as IBM, Intel, Dell, and Philips. He received his Masters in Psychology in 1987 from Leyden University and his Ph.D. in Business Administration from the University of Groningen (1995).
Most helpful customer reviews
9 of 9 people found the following review helpful.
A great comprehensive resource for any marketing research professional
By R. Verhulst
This book offers a comprenesive overview of the marketing research discipline. A must read for:
- Anyone who is new to marketing research or deals with research data and research suppliers
- Anyone who wants to become a trusted adviser offering insights your clients can act on
- Anyone who wants to understand how to design effective marketing research studies based on the latest research methodologies and techniques
- Anyone who wants to structure and organize their marketing research departments into powerful change agents
- Anyone who teaches or studies strategic or tactical marketing research
This book does a great job of balancing and bringing together the latest accademic thinking in terms of design, survey methodology, analysis and business application. It offers examples of what any researchers should think of when designing a research study, what the tools are available to analyze the data and how to dissimenate research findings companies can act on. As opposed to some of the other marketing research books this book goes beyond simply explaining the mathematical underpinnings of design, sampling, research techniques and analysis but offers real world applications. It discusses a wide array of topics from ad testing, customer satisfaction, brand measurement to marketing mix optimization.
To keep up with the advances in marketing research such as the use of the Internet to collect and mine data, globalization, the evolution of decision support tools, the organization of the marketing research department and the application of ever more powerful regression techniques this book offers the latest and greatest thinking. In my role as a professional marketing researcher of a fortune 500 company I have applied many of the concepts in this book to guide research suppliers and strenghten my role as a trusted adviser.
3 of 3 people found the following review helpful.
What a fantastic manual!
By Beau Martin
This is the best volume on marketing research anywhere. It is generally speaking much more complete than any other volume I've ever seen and includes what seems like dozens of chapters by the foremost leaders in the industry.
The editors also make an exceptionally worthy contribution in the first few chapters in their work on the concept of Trusted Advisors, and what gets in the way of becoming a trusted advisor.
The only chapter I would have liked to have seen added but didn't was a chapter dedicated to pricing research.
Otherwise, this is the single best volume in the industry.
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