State of The Art Marketing Research

By Albert Blankenship

This book is a comprehensive, all-in-one res ource for planning, conducting and applying market research in today''s result-oriented environment. It covers marketing problems, and shows how to prepare... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 0844234435
• ISBN13: 9780844234434
• Release Date: June 1998
• Publisher: McGraw-Hill
• Length: 454 Pages
• Weight: 2.50 lbs.
• Dimensions: 9.4" x 1.1" x 7.4"

Customer Reviews

Good for newbies and marketing people: not deep enough for practioners.

Blankenship has written and updated this volume to maintain its role as a comprehensive guide to market research, and to a point it succeeds. It is an ideal introduction for non-researchers, for example marketers who wish to bone-up on research methodology and project considerations before engaging with research supplier. It is also a great overview for new researchers. But in being written for marketers, the text doesn't get inside each facet of research deeply enough, and for an experienced practitioner there just isn't sufficient depth here. From a methodology point of view the text is also somewhat mainstream and dated, and while this edition has played catch-up with on-line surveys, it doesn't deliver a sense of where the profession of market research is heading. State of the Art?The cover-art of binary digits rather sums it up. Isn't research supposed to be about people? A great and comprehensive book for marketers, that deserves points for its discussion about how research drives strategic decisions - but this is simply not crunchy enough for people whose business is to understand consumers more deeply.

A Bible for Market Researchers

As a researcher I have found this book to be an excellent guide for my work. State of the Art is great in helping to know what to look for in doing mall interviews, focus groups and mail studies. It give excellent explanation of sampling, designing questionnaire and everything relevant to the research industy. I would highly recommend this book for newcomers to the world of research as well as to the experienced researcher.