Customer Reviews

The Handbook of Marketing Research: Uses, Misuses, and Future Advances

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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.

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.