Marketing Research Project Manual [Paperback]

Glen R. Jarboe (Author)

Book Description

ISBN-10: 0538891483 | ISBN-13: 978-0538891486 | Publication Date: July 30, 1998 | Edition: 4

Learn how to plan and conduct a marketing research project, analyze the data, and present your findings in this clear, concise project manual. This manual, featuring the marketing research activities of an electric utilities corporation, takes you step-by-step through interviewing, turning research objectives into a questionnaire, choosing a sampling method, designing sampling plans, entering survey data into the computer, preparing a research report, and translating your results into recommendations. Clear, concise explanations of each step are provided to ensure that you develop these valuable marketing research skills through real, hands-on experience.

Product Details

• Paperback: 256 pages
• Publisher: South-Western College Pub; 4 edition (July 30, 1998)
• Language: English
• ISBN-10: 0538891483
• ISBN-13: 978-0538891486
• Product Dimensions: 10.8 x 8.4 x 0.7 inches
• Shipping Weight: 1.5 pounds
• Average Customer Review: 2.8 out of 5 stars  See all reviews (4 customer reviews)
• Amazon Best Sellers Rank: #1,163,027 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

9 of 9 people found the following review helpful:

4.0 out of 5 stars Cookbook for Marketing Research, August 30, 2000

By A Customer

This review is from: Marketing Research Project Manual (Paperback)

Glen Jarboe's The Marketing Research Project Manual, 4th edition, is outstanding for its step-by-step presentation. The manual is convenient to marketing research students for its tear sheets and valuable tips on doing a research project. It is like a cookbook for marketing research. The steps and forms are easy to follow and prove to be very beneficial, as a college student. Presenting one company, Tri-County Electric Corporation, and following through with small exercises is a beneficial in gaining real-world knowledge of research design and procedures. Jarboe did an excellent job in gathering all the data sets and analysis to produce a well-composed manual.

3 of 3 people found the following review helpful:

4.0 out of 5 stars Useful for high end users., July 7, 2002

By 

Dr. David Arelette (Yarrambat, Victoria Australia) - See all my reviews
(REAL NAME)   

This review is from: Marketing Research Project Manual (Paperback)

This is a valuable book for those more complex research and survey problems and thinking your way towards a solution.

It assumes a reasonable existing skill and you can make the most out of it by having those skills already.

It is not ready made answers, rather more useful hints and ideas that you can use to sort things out yourself.

2 of 2 people found the following review helpful:

2.0 out of 5 stars Not that great if you are looking for concise information, August 5, 2003

By A Customer

This review is from: Marketing Research Project Manual (Paperback)

I was surprised to find that this is almost a guidebook for university professors, rather than an information-packed how-to guide. There is more information on how to run the class than there is on how to execute meaningful market research. I regret spending the $$ on this particular book.