State of The Art Marketing Research

Book Description

This completely revised and updated edition of State of the Art Marketing Research is still the only comprehensive, all-in-one resource for planning, conducting, and applying marketing research in today's results-oriented environment. Clear, concise, and authoritative, the book describes the technologies that have revolutionized the marketing research discipline and have transformed the day-to-day practice of marketing research into an invaluable tool for actionable plans and programs. Written for managers and marketing executives who direct or communicate with researchers and marketing staff, this book takes the reader step-by-step through the research planning and development process:

Defining marketing problems and preparing research plans and proposals
Selecting the best primary and secondary research methods for the problem at hand
Developing samples and questionnaires
Using focus groups
Presenting research results
Applying research results to marketing problems
Making research-based strategy decisions

Including new information on research for international markets and guidance on using the new technologies to develop information about today's fast-changing markets with examples from all sectors of business, this edition is an essential guide to the cutting-edge techniques for mastering today's markets.

Customer Reviews:

A basic guide, get it for an overview........2007-02-19

Hello, I bought this book on December 2006 for developing a market research for a client. I was interested in the develop of a survey and the statistical concepts you have to get for the researh, but in this particular aspect this book is just a basic guide. I think it's good for those who are not going to develop a survey research but necessary for the ones who would like to know alternatives and examples for market research. Not so applicable for Mexico, just a global idea.

Good for newbies and marketing people: not deep enough for practioners........2006-01-13

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.......2000-06-15

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.

A Designer's Research Manual: Succeed in Design by Knowing Your Clients and What They Really Need (Design Field Guides)

Average customer rating:

Put this book in your tool belt.
Clear, very straight foreward
A great service to the design profession and it's clients

A Designer's Research Manual: Succeed in Design by Knowing Your Clients and What They Really Need (Design Field Guides)
Jennifer Visocky O'Grady , and Kenneth Visocky O'Grady
Manufacturer: Rockport Publishers
ProductGroup: Book
Binding: Hardcover

General | Instructional & How-To | Arts & Photography | Subjects | Books

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ASIN: 1592532578

Book Description

Doing research can make all the difference between a great design and a good design. Most experienced designers would quantify this "legwork" with the term research. By engaging in competitive intelligence, customer profiling, color and trend forecasting, etc., designers are able to bring something to the table that reflects a commercial value for the client beyond a well-crafted logo or brochure. Although scientific and analytical in nature, research is the basis of all good design work. This book provides a comprehensive manual for designers on what design research is, why it is necessary, how to do research, and how to apply it to design work. As designers embrace research methodologies, they share a common vernacular with their clients, and establish respect as idea people. In an increasingly crowded marketplace, embracing research practices will ensure a continued viable role for designers in business. No other books address this issue for student and professional graphic designers. Books on how to do research are usually aimed at writers, business marketers, and scientists. The ability to execute effective research methods is as important to a career in graphic design as the ability to build a grid or layout a page. Understanding the needs of the client and the client's market are essential components of creating value.

Customer Reviews:

Put this book in your tool belt........2007-03-08

This book is a must have for any aspiring designer. I have the good fortune of studying under the author of "A DESIGNER'S RESEARCH MANUAL" Mr. Visocky O'Grady. Ken is my 'Design research' instructor; he is a high-energy teacher with a vast knowledge in his field. I recommend to all designers/students that you add this book to your library.

Clear, very straight foreward.......2007-02-22

I had to buy this book for a Design Research class. I like the simplicity of the book and the information it contains. The authors dont bogg the reader down with a bunch of advanced technical terminology. I think this is a GREAT book for anyone just starting to get into design research. Its clear, consise and an all around good read. I've taken a few classes with Ken Visoky-O'Grady and he's an amazing professor. I think the book is a great first attempt and would be an asset for any young designer.

A great service to the design profession and it's clients.......2006-12-12

In my search for structured discussion on design process and research, I was fortunate enough to find this book, "A Designer's Research Manual," at the MOMA bookstore in SoHo. I only wish this had been available and required text when I was still in school. The Authors have done a great service to the design profession, and it's clients. Those of us who are more designers than "artists" would do well to integrate the principles of this book into our processes & methodologies for tackling our clients' business problems. It's thinking like that in this book that will make the case for design's value to the business of our clients. Thank you Jenn & Ken Visocky O'Grady!

Accelerating New Food Product Design and Development (Institute of Food Technologists)

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Accelerating New Food Product Design and Development (Institute of Food Technologists)

Manufacturer: Blackwell Publishing Professional
ProductGroup: Book
Binding: Hardcover

Production & Operations | Management & Leadership | Business & Investing | Subjects | Books

General | Science | Subjects | Books

Food Science | Agricultural Sciences | Science | Subjects | Books

All Titles | Qualifying Textbooks - Fall 2007 | Stores | Books
ASIN: 081380809X

Book Description

To compete in today's marketplace, food product developers are under pressure to create innovative new products at a time when there are demands on them to do more with less of everything. In Accelerating New Food Product Design and Development, a group of seasoned food industry business professionals and academics show today 's food scientists, technologists, and product developers the contemporary R &D processes they need to maximize speed, quality, and efficiency.Part one, "Understanding Product Development in Today 's Food Industry, " provides an anchoring as to what is actually happening in the food business today and how marketers, business designers, newer professionals and more seasoned workers and managers are coping.Part two, "Accelerating Food Product Design and Development, " presents specific processes and techniques for developing improved systems for creating product ideas, consumer evaluation of concepts, and identifying greater opportunities for success. Critical steps in the new product development process are explored so that scientists and developers can effectively speed up their development activities.Part three, "Optimizing Food Product Design and Development, " gives a practical overview of the most important tools and approaches that food designers and developers are using to make products better, cheaper, and faster:criteria to use for the development of the product design brief,proper experimental designs that yield the most optimized solutions for product development,factors that must be included in any optimizing study,how discriminant and logistic regression analysis can drive more consumer focus during product optimization,where response surface methods fit into the product development process today, andhow simulations of operations are producing better designed products and processes more rapidly and completely.Accelerating New Food Product Design and Development is of value to a number of audiences. For food industry executives, it offers a summary of perspectives of the business they are in from unique viewpoints. Academics and students gain a real world perspective of what is occurring in the food industry at the beginning of the 21st Century. And for practicing food scientists and allied professionals, the book provides strategic frameworks for problem solving and the R &D strategies, processes, and methods needed to accelerate and optimize new product development.

Handbook of Research in International Marketing

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Handbook of Research in International Marketing
State of the Art of Research in International Marketing Conference
Manufacturer: Edward Elgar Publishing
ProductGroup: Book
Binding: Hardcover

International | Economics | Business & Investing | Subjects | Books

General | Business & Investing | Subjects | Books

General | International | Business & Investing | Subjects | Books

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ASIN: 1840649461

Book Description

Presenting the challenges and opportunities ahead, the contributors to this volume critically examine the current status and future direction of research in international marketing. The result of a sustained and lively dialogue among contributors from a variety of cultures, this volume gathers their perspectives and many insights on the revitalization of the field.

The authors address the way international marketing actually functions, as well as theoretical explorations of how it should function. Some of the papers break through the bounds of traditional disciplines and methodologies to borrow whatever tools and concepts are needed for a particular inquiry. Others are less concerned with testing existing theory than with generating new insights. Still others provide results that are significant for managers. Many of the contributors are drawn to problems broad in scope and offer insights that are of considerable value for advancing the state of the art.

Part I offers a review of the state of the art in international marketing and examines market orientation and withdrawal. Parts II through IV cover foreign market entry modes, strategy, and cross cultural issues. Parts V and VI discuss global electronic commerce as well as diffusion models, country equity, and global scorecards.

A timely and innovative volume, Handbook of Research in International Marketing is a must read for anyone interested in marketing research or international business.

Average customer rating:

Something for Everyone

Marketing Research: State-of-the-Art Perspectives
Chuck Chakrapani
Manufacturer: South-Western Educational Pub
ProductGroup: Book
Binding: Hardcover

General | Business & Investing | Subjects | Books
Research | Marketing | Marketing & Sales | Business & Investing | Subjects | Books
All Titles | Qualifying Textbooks - Fall 2007 | Stores | Books
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ASIN: 0877572836

Book Description

This is an authoritative, twenty-first-century guide to marketing research practices. This book is the voice of marketing research experts at the turn of the millenium. It collects insights from the best-known practitioners and academics in the world, including authors from the U.S., Canada, England, Scotland, and Australia. Each chapter is written by a specialist in the topic area. So the book provides state-of-the-art coverage of a spectrum of marketing research topics including the process from data to knowledge, the current practice of marketing research, and the variety of specialized forms of research. It also offers perspectives on issues of particular importance to the Information Age, such as Internet research and computer-aided qualitative data analysis.

Customer Reviews:

Something for Everyone.......2002-10-21

This book has something for everyone from beginning researchers to seasoned professionals. Unfortunately, it's not particularly easy to find the sections most likely to be of interest to any given reader. As noted in the Amazon description, the book is organized into six parts. That structure is only slightly helpful because the range of topics discussed within each part is very broad, no attempt is made to integrate the chapters, and because the chapters are written by different people so they don't progress from the basic to the sophisticated but rather skip around. There's an index, but that's only helpful if you know exactly what you're looking for. The only other alternative is browsing through the book for the sections of interest to you and skipping the rest. That places a greater burden on the reader than is necessary; however if you're involved in marketing research, you're likely to find enough that interests you to make it worth both the effort and the price.

Engines of Innovation: U.S. Industrial Research at the End of an Era

Average customer rating:

Engines of Innovation: U.S. Industrial Research at the End of an Era

Manufacturer: Harvard Business School Press
ProductGroup: Book
Binding: Hardcover

Company Profiles | Biography & History | Business & Investing | Subjects | Books

General | Popular Economics | Business & Investing | Subjects | Books

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Industrial | Management & Leadership | Business & Investing | Subjects | Books

Management | Management & Leadership | Business & Investing | Subjects | Books

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History of Technology | Technology | Science | Subjects | Books

Innovations | Technology | Science | Subjects | Books

General | Arts & Photography | Subjects | Books
ASIN: 0875846750

Book Description

Traditionally, industrial laboratories like AT&T's Bell Labs and the Xerox Palo Alto Research Center were wellsprings of powerful new technologies. Yet in the competitive environment of the 1980s and 1990s research activities have been downsized, redirected, and restructured within most of the firms that once were major sponsors of industrial research. In this book, top technical managers of Alcoa, IBM, Intel, and Xerox along with leading scholars of the history and economics of technological change discuss the consequences of this trend. They explore new ideas for linking research with commercial markets and identify the evolving roles for industry, government, and universities in shaping a new era in industrial research.

The PDMA Handbook of New Product Development

Average customer rating:

Second Edition
PDMA - Handbook for new product development
Product Marketing Professionals - BUY THIS BOOK!
This book should have been read when it was published!
Wonderful!

The PDMA Handbook of New Product Development
Milton D. Rosenau , Abbie Griffin , George A. Castellion , and Ned F. Anschuetz
Manufacturer: Wiley
ProductGroup: Book
Binding: Hardcover

General | Business & Investing | Subjects | Books

Management | Management & Leadership | Business & Investing | Subjects | Books

Operations Research | Management & Leadership | Business & Investing | Subjects | Books

General | Small Business & Entrepreneurship | Business & Investing | Subjects | Books

General | Science | Subjects | Books

General & Reference | Technology | Science | Subjects | Books

General | Arts & Photography | Subjects | Books

General | Business & Finance | New & Used Textbooks | Stores | Books

Quantitative Business | Business & Finance | New & Used Textbooks | Stores | Books

All Titles | Qualifying Textbooks - Fall 2007 | Stores | Books

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Science | Qualifying Textbooks - Fall 2007 | Stores | Books
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ASIN: 0471141895

Book Description

Product development professionals at the cutting edge of knowledge in their respective areas of new product expertise present a complete picture of the information needed for effective product development. Describes all aspects of the topic from the creation of the concept through development and design to the final production, marketing, and service. Discusses fundamental concepts including identifying customer needs, using multifunctional teams, and having an appropriate development procedure as well as important issues emerging in the field such as process ownership, pipeline management, metrics, and product architecture.

Customer Reviews:

Second Edition.......2007-04-11

This is the "Bible" for NPD professionals. An excellent addition to the guides by Cooper and Crawford.

PDMA - Handbook for new product development.......2007-01-12

Haven't read from cover to cover, but proving to be an excellent reference. Good examples from industry reinforce key messages. Haven't learnt anything groundbreakingly new, but it has been a good confirmation or fine-tuning reference when needed.

Product Marketing Professionals - BUY THIS BOOK!.......2002-03-14

The PDMA Handbook is one of those rare and valuable books that characterizes a "body of knowledge" for a professional discipline. It was produced by the preeminent industry organization for New Product Development (NPD) professionals, the PDMA .... This text describes current, best practices in NPD and includes contributions from knowledge leaders in academia, consulting, and industry practice. If you are a CEO, COO, CTO, Marketing Manager, Product Manager, Product Planner, Engineering Manager, Project Manager, Program Manager, or any other professional involved in new product development (especially for technically complex products like hardware and software) you really need this book.

Product Managers (should) perform the nitty, gritty, roll-your-sleeves-up: opportunity analysis, business case formulation, and requirements management for new products. Research shows that judicious performance of this critical pre-work is a key determinant in the ultimate market success of new products and is usually performed inadequately. Unfortunately, most professionals in such roles have had no formal training beyond an MBA (sometimes). The PDMA Handbook provides a comprehensive treatment of virtually all the subject areas new product development (business) managers need to understand to drive the success of their endeavors. Want to know the key success factors for new products, understand value proposition, differentiation, features vs. benefits, uniqueness, sustainable competitive advantage, the fuzzy front end, pipeline management, how to plan a new product launch, manage a product portfolio, and more? This is the book you need. The PDMA Handbook is the Gray's Anatomy of product management. Buy it and READ it at least twice.

This book should have been read when it was published!.......2001-08-19

This book seem to be written by persons who really know what NPD (or NPI) really is. All those described mistakes possible to be done is made by me during last five years...this is a good book.

The area of NPD is large. Luckily people in PDMA have come to the right conclution: it is not possible for one person to handle the whole area throughly. Every chapter in this book is written by expert on his/her own area. Unfortunately the maximum size of one book restricts the possible space per one writer to include only the most vital parts into this book.

To whom I can recommend this book? --- To anyone who will to increase his/her own scope of NPD and especially to a person who already have gained some experience on this field and is able to compare his/her own experiece to this book.

Wonderful!.......2000-02-02

I purchased the PDMA Handbook on the strength of a review and have been very glad I did so. After quoting a few passage to my staff they began to borrow it, and now the Handbook has made the rounds of the office. It is worn and dog-eared, and quoted from on a daily basis.

The message of "treating each other with respect and dignity" by author Holahan et al has really struck a chord around here. Many of us believe she must be staunch Christian, one who lives her faith on a daily basis.

Book Description

This supplemental text covers the disciplines of advertising and marketing as they pertain to ethnic audiences primarily African, Hispanic, Native, and Asian Americans, through case studies.

Street Trends: How Today's Alternate Youth Cultures Are Creating Tomorrow's Mainstream

Average customer rating:

Little outdated, mixed feelings
Postive for International Youth Marketeers
self-promotion based on wild generalizations
Luck from De Luca, Wisdom from Misdom

Street Trends: How Today's Alternate Youth Cultures Are Creating Tomorrow's Mainstream
Janine Lopiano-Misdom , and Joanne De Luca
Manufacturer: Collins
ProductGroup: Book
Binding: Hardcover

Company Profiles | Biography & History | Business & Investing | Subjects | Books

General | Business & Investing | Subjects | Books

General | Reference | Business & Investing | Subjects | Books

Popular Culture | Social Sciences | Nonfiction | Subjects | Books

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ASIN: 0887308759

Amazon.com

Few age groups are more prized by the corporate world--and more difficult to reach--than the teens and twentysomethings who make up the free-spending, free-minded youth market. Street Trends: How Today's Alternative Youth Cultures Are Creating Tomorrow's Mainstream Markets offers an informed view of the members of this transitory cohort, and in so doing helps businesspeople better understand this independent audience. Authors Janine Lopiano-Misdom and Joanne De Luca, cofounders of a group that monitors these cutting-edge "tribes," provide an illuminating and perceptive look behind the thinking that often shapes widespread trends.

Book Description

Remember when body piercing was radical? Now it's another fad practiced by suburban kids. Retro sixties and seventies? Done that; the self-indulgent eighties is the decade of the moment.

But what about the trends of tomorrow? How do you find out what's in store for the youth generation before it hits the mainstream?

Listen to the people who make it their business to track the trends: Janine Lopiano-Misdom and Joanne De Luca of Sputnik, an innovative market research firm that examines today's alternative youth cultures for clues to tomorrow's mainstream trends and markets.

Street Trends offers an engrossing, provocative look at the hidden centers of urban street cultures, identifies important new trends emerging from the streets and predicts how they will impact the culture at large. Take veganism. It's a good bet that this hot fringe trend will negatively affect the booming meat industry. And MTV? Its glory days are numbered as more and more suburban kids, following in the footsteps of their more hard-core urban counterparts, tune in to the more thoughtful Discovery Channel.

The accuracy of Sputnik's predictions has earned them a client base that includes high-profile companies such as Reebok International, PepsiCo., Levis-Strauss, Burlington Industries, Shiseido International, and the National Football League Properties.

Venturing deep into the fringe subculture, Lopiano-Misdom and De Luca identify the latest trends to emerge from the street:

The Bionic Being--the urge to take their bodies and minds to another place through herbs, exercise, drugs, implants and clothing

Freestyling--the no-rules approach to everything they do, with an emphasis on spontaneity and creativity

DIY--do-it-yourself--and entrepreneurial creed that finds succeeds outside the confines of the corporation

Technorganics--a new generation utilizing technology to create traditions, customs and a sense of family and community

The Immaculate Perception--the ultimate in hygiene, whereby kids go to new lengths to protect themselves against germs, pollution and a stressful environment to reach their own "purtopia"

Intriguing, enlightening and relentlessly fascinating, Street Trends is the pipeline to the underground that businesses need to anticipate the consumer markets of the future.

Customer Reviews:

Little outdated, mixed feelings.......2007-08-08

2.5 stars

First, I will agree with the previous reviewer - this book was self-aggrandizement on the part of the authors.

This affected the content of the book in several ways. The book did read, in parts, like a "pitch" for their services. Also, I am always a bit distrustful of authors who admit they are holding back information, in an attempt to sell you more at a higher rate, at a later date. This, incidentally, made the book a bit "thin". It also upset me just a bit that the Gen-X authors would sell out their generation to huge corporations (it was obvious to me that they were trying to land a big client - not just share their observations about young people). And yes, it was a bit generalized. It seems that they wanted a book simply to justify their careers, without caring much about the quality or content of that book.

Also, please realize this book is a bit outdated. Some of the information is still valid & insightful, but the majority of it is particular to the late 90's.

A final observation is that the false categories of X'ers, which is purely the construct of the authors (the "Hip-Hop", the "Intellectuals", etc) were a bit naive, a bit redundant, and somewhat funny actually to a person trained in sociological method.

Much better book about Gen X'ers -- which are not likely to go out of date for a very long time -- are Generation Debt, Branded: The Buying and Selling of Teenagers, and Culture Jam: The Uncooling of America

Postive for International Youth Marketeers.......2000-06-13

Street Trends is an effective book for all marketeers wanting to know what is in the mindsets of the youth market. Its assessment of the market also translates well into some of the trends that hit international markets.

self-promotion based on wild generalizations.......1999-01-30

Pretty clever idea: get thousands of people to pay to read your corporate brochure. The authors blatantly pitch their company's services throughout. That's embarrassing. But many of their insights are based on unfounded generalizations -- that today's youth are responsible for the rise in microbrewed beer, or that all future music will contain electronic components. The result: we can't take these so-called researchers seriously. There may be valuable insights in this book, but what can you believe?

Luck from De Luca, Wisdom from Misdom.......1998-08-19

In our quest for The Next Big Thing, many of us have rummaged around in the wrong places, like the drunk who stumbled under the streetlight for hours seeking his keys. Asked why he keeps covering the same ground, he says, "Because that's where the light is!"

In Street Trends, Lopiano-Misdom and De Luca are seeking the keys to hot, new trends - and finding them, too - but not under the bloodless light of statistical research alone (which everyone admits is illuminating ... as far as it goes).

No, these authors venture right into the thicket. They mount an expedition into the surly habitat of those young, independent kids who wouldn't dream of filling out a corny questionnaire, or be caught (duh!) in a focus group.

Whether or not you agree with the authors' observations (and whether or not you'd grant a First Church of Chi-Squared Almighty imprimatur to their naturalist methodology) this apparently modest volume is actually a fascinating, wickedly subversive little book.

Book Description

Eastman has assembled this exemplary volume to spotlight media promotion and to examine current research on the promotion of television and radio programs. The studies included here explore various types of promotion and use widely differing methods and approaches, providing a comprehensive overview of promotion research activities. Chapters include extensive literature reviews, original research, and discussion of research questions for subsequent study.

Research in Media Promotion serves as a benchmark for the current state of promotion research and theory, and establishes the role of promotion as a primary factor affecting audience size. Appropriate for coursework and study in programming, marketing, research methods, management, and industry processes and practices, this volume offers agenda items for future study and is certain to stimulate new research ideas.

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