Customer Reviews

Marketing Research Project Manual

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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.

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.

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.

Before reading this book, first read How to Lie With Statistics especially if you believe you know Huff's little classic off-by-heart...and consider Winston Churchill's wisecrack to be a casual one-liner after the port.

This book, in the hands of a cocky, computer-literate software adept who has not been drilled in the pitfalls of 'stats' stripped of data delusions, is a real danger to society.

Any guide to research of any kind that hands out STATISTICA software Applied Statistics Using SPSS, STATISTICA, MATLAB and R without very, very elaborate precautions about the dangers of clicking your way to significance tests for foot-notes - that you have not been taught to understand in full measure, might be called negligent.

" This book, if used before perusing Huff, could lead to statistical insanity." is what the cover flash should say. As a toolkit containing mind-threatening implements without adequate warning as to how, why, when and what to use them for, the publisher is doing no one a favour. If an extended, heartfelt new edition emerges with a strong precautionary prelude (written by Huff or by a respected Huff-ian), we at One Big Idea Consulting Limited NZ could then recommend it to clients with an easy mind... not otherwise.