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

By Marco Vriens and Rajiv Grover

CHOICE MAGAZINE Outstanding Academic Title for 2007

"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



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.

Key Features:
Appeals to users as well as suppliers of marketing research: Comprehensive topics in marketing research (such as philosophy, techniques, and applications) are delivered in a reader-friendly, applications-oriented, and non-mathematical fashion. Covers many cutting-edge techniques of data collection and analysis: Traditional quantitative techniques, innovative qualitative techniques, and emerging online methods are presented. Provides a broad range of current ideas and applications: The contributors address models of the impact of marketing mix variables, segmentation, brand equity, satisfaction, customer lifetime value, and marketing ROI. Chapters on international marketing research and marketing management support systems are also included.

• Format: Hardcover
• Language: English
• ISBN: 141290997X
• ISBN13: 9781412909976
• Release Date: June 2006
• Publisher: Sage Publications, Inc
• Length: 720 Pages
• Weight: 3.10 lbs.
• Dimensions: 1.7" x 7.1" x 10.3"

Customer Reviews

What a fantastic manual!

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.

A great comprehensive resource for any marketing research professional

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.