Book Description
Now with a free SINGWIN CD-ROM, Evaluating Practice, Fourth Edition is even easier for readers to understand and apply data analysis.
Unsurpassed among human service evaluation books, Evaluating Practice, Fourth Edition, includes the innovative SINGWIN program, created by Charles Auerbach, David Schnall, and Heidi Heft Laporte of Yeshiva University. Evaluating Practice instructs readers on managing cases and charting and filling out scales. Although the authors are best known within the social work discipline, this book can also be used in other professional programs such as nursing, counseling, psychology, and psychiatry. The free supplement with practice test questions provides a number of helpful exercises.
For anyone interested in social work at both the undergraduate and graduate level. Also for those interested in psychology, counseling, psychiatry, or psychiatric nursing.
Customer Reviews:
A great text book..........2007-01-02
I ordered this textbook for an MSW course, and it's wonderful. I love all the examples and the software that comes with it.
Another Edition to a fantastic text.......2005-08-10
This new edition of the text once again proves that these authors are the masters of single subject research. I have used this text for five years in my graduate methods course and am completely satisfied with their coverage of the material of single subject research design. Just when a researcher thought it could not get any better, this new edition comes along with updates to the software.
Get this book.
enough is enough.......2005-03-22
I was pleased to hear that this text had been assigned in a graduate research course at my graduate school of social work. I'm seriously disappointed. I would not recommend this text's continued use. It is excessively repetitive, constantly restating previous material (commonly referred to as 'rehashing'), and, as a sidebar, i can't help but mention an irritating habit of unnecessary references to material yet to come ('we'll talk about that more in chapter 14.'). The writing style is terribly wordy, and in a weighted, clunky pseudo-conversational style that rarely is effective in a textbook. The actual technical information is obscured in a constant river of verbiage, usually in page after page of solid block text, the least helpful format when learning technical information (or when subsequently searching for specific information or techniques). The result? It serves as a strong sedative. Finally, the authors repeatedly express apologies, in what eventually (by page 350) feels like an obsequious and cloying manner, for putting forward an empirical and accountable approach to clinical practice. The worst, though, is the repetition of material, as if the reader were an idiot. The sheer relentlessness of it is what is so galling, and at $100 bucks, neither affordable nor worth the investment. There are other texts out there with clearer, cleaner, more articulate prose, that are more respectful of the reader, and at half the price, such as the classic and affordable: Single-Case Research Designs: Methods for Clinical and Applied Settings by Alan E. Kazdin. Ignore the pollyanna reviews above and below, and avoid this text, or if on the syllabus, protest and suggest an alternative.
A Classic in Practice Evaluation.......2003-11-13
Bloom, Fischer and Orme continue to make an unique contribution to improving practice in the human services by providing a road map by which practitioners can evaluate their effectiveness. I've been using their text book for over 15 years in teaching practice evaluation and in has been an invaluable help. The new edition has a CD Rom with SingWin, CAAP,and CAAS which I was able to install in Windows XP Home edition. You must install CAAS before CAAP for it to work. The sofware computerizes record keeping, score computation, and graph construction. I strongly reccommend this textbook for human services faculty.
Book Description
Well researched and applied, this best-seller enables school officials to communicate effectively with their staff and the community to improve school quality and student learning.
The authors continue to teach, research and work extensively with school administrators. This book not only tells "why" but "how" to communicate to create a supportive environment where students learn better. Focusing on every audience a school administrator will encounter, this book offers sound advice that is field tested and successful.
For anyone interested in school public relations and school-community relations.
Customer Reviews:
The School and Community Relations.......2005-09-30
My order came right on time! Just like it said that it would. The book was in excellent condition. It was neatly wrapped and packed for safety. I will shop here again in the near future.
J. Smith
Cedar Hill, Texas
Book Description
Shattered Consensus: The True State of Global Warming convincingly demonstrates the remarkable differences between what we commonly read about global warming and what is really happening. Nine chapters describe major problems with computer simulations of future climate that are the basis for wrenching policies being proposed by world leaders. Anyone who reads this book will come away with a new appreciation of the complexity of the climate issue and will question the need for expensive policies that are likely to have little or no detectable effect on the planet's temperature. Published in cooperation with the George C. Marshall Institute.
Customer Reviews:
Balanced, credible, rigorous, hard data, graphs, variety of topics and styles make it practical and useful.......2007-10-25
Starts with an excellent summary and scientific expose of the myths and hype driving media and political campaigns that pedal the nonsensical myth of human-induced warming. Rigorous analysis and summary of IPCC's false and/or misleading statements that distort and even contradict the recommendations of its own scientists. Each author in this book is backed by numerous, detailed references to scientific papers.
Intriguing and interesting analysis of the nonsensical hockey stick graph that is driving the IPCC, climate policy and Al Gore's movie. Exposes the lack of science and lack of credibility in the manufacturing of what I can now see is a baseless, spurious graph that deserves our condemnation.
Individual chapters written by experts in their field of climatology and science. Direct, balanced, detailed and comprehensive. Most chapters relate their data to the real world to demonstrate the data's significance. Graphs aid in interpreting and understanding data.
This book is a testament to the beauty, intricacy, complexity, simplicity, power and grandeur of nature.
The inconvenient truth about An Inconvenient Truth .......2007-08-06
I highly recommend this book. But I suspect that this book will not appeal to most readers. There's none of the intense hyperbole that infects both global warming fanatics and many of their deniers. There are no grand apocalyptic scenarios that garner such strong public appeal. No terrifying future, no living on the brink of disaster. Only quiet nuanced science from those who spend their life in research. One suspects that the politics of global warming has now superseded the science and sad to say, when politics enters the room, truth shuffles its way into the background. This is unfortunate since there are many things about the environment with which we should be concerned - not the least being our consumption of non renewable resources. My fervent hope is that we can move past the exaggerated apocalypse of global warming while addressing the necessary issues of the environment - i.e., the rest of the environment aside from climate change.
In this case of Shattered Consensus, all ten contributors are scientists and experts in their field. Each chapter, and scientific report, covers a separate and distinct aspect of climate. This is really a collection of reports, not a coherent "story". Each contributor has their own style, some being more accessible than others. They present the science as they understand it and in that regard the average reader may find the information dry, or indeed undecipherable. Most of the ten authors include a short conclusion which may be helpful for those unwilling to plow through the science. Nonetheless the reader is left in the end overwhelmed not by the certainty of any position, but by the staggering uncertainty in all aspects related to this Earth's climate. Our ability to measure past trends in climate are dependent on woefully scant data. Our ability to project future trends have no unambiguous models yet. In fact, the variability of the results of the different models are so big as to render them basically useless for anything other than further research. They certainly shouldn't be used to make definitive statements as to future trends. The effects of CO2 are still highly uncertain with some models suggesting no impact and some observations linking CO2 to an indicator of climate change not a driver - i.e., CO2 changes as a result of climate change, not the other way around. Much more research is needed to understand why these discrepancies are observed. Even if global warming is happening, and even if CO2 is at least partly to blame, the impact of global warming in some scenarios is actually beneficial to not only humans, but to some species. Indeed, in all of Earth's history through warming and cooling periods, some species benefit and other lose.
The reader is left with the question, since scientists tell us that the unknowns vastly outweigh the things that are known about climate, what should our policy decisions making framework be based on. Is seems to me that we need to base it on what is known. Air quality, water quality, land use, availability of non renewable resources, are all things we can measure and for which policies can be made. Having a single enemy (CO2, in this case) is certainly more appealing and simple for the average consumer to understand. But simple is not always best.
It should be noted that none of these scientists is involved in the petroleum industry (a favorite disclaimer by those wanting to discredit the validity of anyone critical of global warming science). Some have even been involved in the IPCC directly (the UN Intergovernmental protocol on climate change). Scientists are by nature a conservative lot. A hypothesis lasts as long as the next set of experiments that disprove it, or tenuously as long as further experiments continue to confirm it. Most scientists don't seek a public profile and most are uncomfortable playing the role of a nay-sayer, especially in the face of such publicly popular resources as Al Gore's an Inconvenient Truth. I will rely on the scientific truth to work its way to the surface. I just hope we don't waste too much in the way of public funds on chasing windmills when there are so many important issues in this world that need attention.
Consensus? Right........2007-04-18
This book perfectly illustrates how there is dissent in the thinking of many climate scientists, showing information that proves there is no consensus, or at least none as to the overall causes, specific effects and actions to take on "anthropogenic global warming".
It's like the AAAS's 'Science' magazine publishing an op/ed in their "Essays on Science and Society" section by Naomi Oreskes (Associate professor of history and director of the Program in Science Studies at the University of California at the time). In that piece, it was reported an analysis was made of abstracts in the ISI database under science and with the phrase "global climate change" in them. The keywords specified in the op/ed 3 times were "climate change" (In another issue of 'Science' that was corrected to "global climate change". I would include that, but you have to join AAAS to get to it.) Her closing paragraph in the essay uses the words "anthropogenic climate change".
Although she takes quite a while to say it, in two or more convoluted paragraphs, she claims consensus because of the actions of some organizations; that we can prove statements and reports by the AMS, AGU, AAAS and others don't downplay legitimate disenting opinions, thus proving a consensus. I'm not sure I follow that train of logic, but there you go.
So, how does she "prove" it? By grabbing those publications that are in the ISI database that are in the science section and have abstracts that have the words "global climate change" in the abstract. Do those contradict what the organizations say? No? Consensus!
Not in ISI database? Not in science section? No abstract? Doesn't have "global climate change" in the abstract? Not looked at.
She does make two interesting points in her closing paragraph, although the two have nothing to do with each other. I've broken the paragraph into the two points; while the first is true, the second is not anything she's proven in the op/ed (although it seems she's hoping we will think so):
1. Many details about climate interactions are not well understood, and there are ample grounds for continued research to provide a better basis for understanding climate dynamics. The question of what to do about climate change is also still open.
2. But there is a scientific consensus on the reality of anthropogenic climate change. Climate scientists have repeatedly tried to make this clear. It is time for the rest of us to listen.
That op/ed, Richard Lindzen's op/ed in the WSJ and her rebuttal op/ed in the Washington Post, as well as letters between Roger Pielke Jr and her printed in 'Science' give even more light on the entire issue of the lack of a consensus and the lengths the cult of global warming will go to to keep everyone thinking there is. This book goes a long way towards fighting the misconceptions, and is an excellent strike in the battle against global warming propaganda.
[...]
Down with Globaloney.......2007-04-03
Point-by-point rebuttal of the fallacy of ''global warming''/''climate change'' brought about by human endeavors. Puts paid to AlGores' Oscar-winning docufantasy. Yes, all of us anti-global warming folks are in the pay of Giant Oil and the moral equivalent of Holocaust deniers. NOT!!! Your belief in half-baked computer models (as opposed to real-life atmospheric happenings) and over-blown do-gooder falsehoods doesn't make ''global warming'' a catastrophic happening.
Sample of Scientific Discussions.......2007-03-14
Interesting series of papers on topics of ongoing discussion regarding global warming. The title is a bit overblown, but I guess it matches the assumption, so often printed over and over in the media, that there is a consensus on global warming (or more correctly, human-caused global warming). There's lots of citations given and places to dig into this as deep as you want. I particularly like the part about trying to develop some sort of heat balance between the earth's surface, the various layers in the atmosphere, and the universe to which the earth radiates heat, and all the unexplained measurement error and missing information associated with that.
There was allusion to the plans to try to "Command and Control" the world's economy, based on averting global warming, basically concluding that nothing we can do will change the outcome much anyway, at least in any predictable way. It makes one wonder if the global warming phenomena is being used as a pretext to try "Command and Control" again. This book does not really get into that, but does give a taste of endless unresolved topics associated with global warming.
Average customer rating:
- Great perspective on questionnaire fundamentals
- The definitive questionnaire design book
- Dry and Outdated
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Asking Questions: The Definitive Guide to Questionnaire Design -- For Market Research, Political Polls, and Social and Health Questionnaires
Norman M. Bradburn ,
Seymour Sudman , and
Brian Wansink
Manufacturer: Jossey-Bass
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Similar Items:
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Survey Methodology (Wiley Series in Survey Methodology)
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Improving Survey Questions: Design and Evaluation (Applied Social Research Methods)
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The Psychology of Survey Response
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Mail and Internet Surveys: The Tailored Design Method 2007 Update with New Internet, Visual, and Mixed-Mode Guide
-
Designing and Conducting Survey Research: A Comprehensive Guide (Jossey Bass Public Administration Series)
ASIN: 0787970883 |
Book Description
Since it was first published more than twenty-five years ago, Asking Questions has become a classic guide for designing questionnaires?the most widely used method for collecting information about peoples attitudes and behavior. An essential tool for market researchers advertisers, pollsters, and social scientists, this thoroughly updated and definitive work combines time-proven techniques with the most current research, findings, and methods. The book presents a cognitive approach to questionnaire design and includes timely information on the Internet and electronic resources. Comprehensive and concise, Asking Questions can be used to design questionnaires for any subject area, whether administered by telephone, online, mail, in groups, or face-to-face. The book describes the design process from start to finish and is filled with illustrative examples from actual surveys.
Customer Reviews:
Great perspective on questionnaire fundamentals.......2006-11-15
This edition offers insight about the building blocks of questionnaire development, and more importantly, getting to the right answers. A good focus on the fundamentals and a valuable resource.
The definitive questionnaire design book.......2006-08-16
This book is a tremendous resource for any social science research methodology course. It should be used as a stand-alone text for a questionnaire design course or as core reading material for a general research methodology class (undergraduate or graduate). As a social scientist, I have used it to successfully create web-based questionnaires that have received great response rates, which I believe are a direct result of the depth and breadth of the knowledge conveyed in the book. In addition, the text itself is easy to understand, interesting, and intellectually stimulating (qualities that are lacking in many other questionnaire design books).
Dry and Outdated.......2006-03-02
I found this book to be a bit dry and behind the times, especially in terms of using the Web for surveys. There's also not much about polling. Unfortunately, that was my main reason for buying it. It is one of the few books out there about surveys and polls and there is some helpful information, but I will have to look elsewhere for my needs.
Book Description
B> This is the leading book in social welfare policy in departments of social work, political science, administration and government. Originally written with Thomas Dye, subsequent editions by Diana DiNitto have been acknowledged as the most comprehensive orientation to social welfare available. DiNitto's approach is politically neutral; she describes the major welfare programs, including welfare, social security, disability, health insurance, and more. This new edition includes new and updated information on welfare (TANF), food stamps, managed care, disability, aging, the change from a budget deficit to a budget surplus, the latest figures on poverty, and the latest information on job training and employment. For anyone interested in public policy or social welfare.
Customer Reviews:
Well descriptive research book.......2007-02-14
This book is very helpful for beginners. It describs research methods thoroughly.
Average customer rating:
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Building Community: Social Science in Action
Philip Nyden ,
Anne Figert ,
Mark Shibley , and
Darryl Burrows
Manufacturer: Pine Forge Press
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Dry Bones Rattling: Community Building to Revitalize American Democracy (Princeton Studies in American Politics)
ASIN: 0803990936 |
Book Description
This is a genuine innovation, because it is the ONLY text available which demonstrates how social science theory/research can be APPLIED to successful collaborative work with community groups. "Sustainable Communities on an Aging Planet is a course I am designing for Fall, 1996. This text is exactly what I need for the course. I was very impressed with the case material." --Stan Ingman, University of North Texas "I will be teaching a new course next semester entitled 'Community Building.' I would love to have a text that emphasizes case studies, while providing some information on needs assessment and evaluation research. It looks like [this book] would be exactly what I need." --Roland Liebert, University of Illinois, Champaign-Urbana Twenty-seven instructive cases, originally written for this volume, are framed by two introductory chapters and a concluding chapter, which draw out the principles and perspectives underlying the case materials. Each case also concludes with extensive editorial commentary.
Average customer rating:
- A great book on communication, presentation and persuasion
- Important, practical, and useful book
- Get Motivated ~nt
- Bring a little magic into your life
- You don't have to be a magician to love this book!
|
Win the Crowd: Unlock the Secrets of Influence, Charisma, and Showmanship
Steve Cohen
Manufacturer: Collins
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How to Persuade People Who Don't Want to be Persuaded: Get What You Want-Every Time!
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Practical Mental Magic
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Irresistible Attraction: Secrets of Personal Magnetism
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The Science of Influence: How to Get Anyone to Say "Yes" in 8 Minutes or Less!
ASIN: 0060742046
Release Date: 2005-06-14 |
Book Description
Would You Like to Become More Commanding, Convincing, And Charismatic?
In this book, Steve Cohen, master magician and star of the long-running Chamber Magic show in New York City, will reveal the secrets of all great showmen and magicians—how to persuade, influence, and charm, and ultimately accomplish the things you've always wanted to do. As Cohen writes, "You'll discover how to take over a room, read people, and build anticipation to a feverish pitch so people are burning to hear what you have to say."
Win the Crowd will teach you Steve Cohen's Maxims of Magic, simple rules you can use to take charge of practically any situation, from on-the-job disagreements to dating to important cocktail parties. The Maxims of Magic will wash away insecurities and hesitations, and replace them with confidence, poise, and leadership. What's more, Steve Cohen will show you:
- How to Create a Magic Moment. Capturing people's imaginations and attention so they listen carefully to every word you say.
- How to Command a Room. Showing everyone in the room that you are speaking right to them, making them all feel unique—and completely focused on you.
- How to Read People. Learning to sense what people are feeling and thinking as you speak, what they want from you, and how to make them feel like they are getting it.
- Misdirection. The most important trick in all of magic—getting inside people's heads, and directing what they are thinking at every minute.
When you strip away the sleight of hand tricks, magicians are essentially masters of attracting and holding attention and impressing audiences, exactly the psychological secrets you need to be successful in life and business.
Customer Reviews:
A great book on communication, presentation and persuasion.......2007-05-09
First of all, I must confess that I was a little prejudiced against the author and his book before reading it. I simply regarded it as a gimmick of a not so successful magician who wrote just to promote himself. I had been terribly wrong. Riding on his five maxims of magic, (1. be bold 2. expect success 3. dont state - suggest 4. practice, practice, practice 5. be prepared), with plentiful of interesting anecdotes, the author did teach much on how to improve one's skills on communication, presentation and persuasion, the important qualities of a successful magician who did private performance for Mr. Bloomberg, the Japanese Emperor and so on. He even covered on breathing and acupressure exercises, reading eye movements, which I really found them helpful. The use of words in Chapter 10 is profound. Perhaps the only drawback is that he had taught very little on how to do magical tricks. Anyway, a very useful book for all. Highly recommended!
Important, practical, and useful book.......2007-03-17
In Win the Crowd, Steve Cohen not only teaches how to think like a magician, he explains why it's important to think like a magician. This is the best self-help, success-in-business book I've ever read. I wish I read it 30 years ago, but of course it wasn't available then.
Cohen teaches how to approach relationships and business from a whole new direction, and shares practical applications that can be applied immediately. Whether your crowd is one or a thousand, you'll learn how to win them over.
You'll even learn a few magic tricks along the way. In doing so, and with some of the other insights he reveals about magic, you'll learn that everything isn't always what it seems, and this in itself is important for success in life.
Get Motivated ~nt.......2007-02-12
Enjoyed the book. I don't recommend doing the "quarter slip" but the concept of what the author is trying to get across is enlightening.
Basically if your going to get ahead you can't be afraid and confidence (without conceit please) is key.
Bring a little magic into your life.......2006-10-10
Not everyone wants to be a practicing magician, but everyone needs to bring a little magic into their lives. None of us makes a pretension to be as captivating as a professional magician or Las Vegas showman, but we are all captivated by these people and wish that we could harvest some of their charismatic power for our personal and business lives.
Wouldn't you like to learn how a magician can focus his eyes on you, so that you become mesmerized by his gaze and feel that you must follow each one of his moves? Wouldn't you like to learn how a Las Vegas showman gives "presence" to his human frame - sometimes despite his actual size - and "fills" the room with his personality? Have you ever wondered how a magician gets you to focus on one part of his body, while another part of his body is actually putting the trick together?
What Steve Cohen conveys to you is that these are simple techniques, but they require almost daily practice. Steve talks about "eye contact" drills you can perform while you're walking through the mall, "posture" drills you can practice before your next big presentation, and "misdirection" techniques that, somewhat contradictorily, actually help focus your audience's attention on you.
You can read books about public speaking, which all repeat the same mantras about "eye contact," "breathing," and "body language," or you can take Steve's unorthodox approach to give your speeches a little "magic."
Steve's book is extremely well-written, and very entertaining. A little bit of talk about "magic," but nothing that would make a non-practitioner's eyes glaze over.
You don't have to be a magician to love this book!.......2006-07-05
You don't have to be a magician to love WIN THE CROWD
by Steve Cohen because
it applies to virtually any profession and/or thing that
may do in life.
Cohen, aka The Millionaires' Magician, entertains celebrities,
tycoons and aristocrats at private events the world over . . . he
also performs his public show, CHAMBER MAGIC, at New
York's famous Waldorf-Astoria Hotel . . .and as a result
of reading his book, I'm going to try to make a performance
in the near future.
I want to see how commanding, convincing and charismatic
he is--all traits he shows you how to develop in CHAMBER
MAGIC . . . now if this sounds like a bit much to promise,
consider the following game that the author plays:
As quickly as you can, answer the following questions:
1. How many fingers does one man have on his hands?
2. How many fingers on ten hands?
If you're like most people, you answered "ten" and "one hundred."
The first answer is correct. The second answer is wrong. Go back
and read it again. (If you still can't figure it out, I'll help; it is
"fifty.")
This shows what misdirection is all about. It moves you down
a particular path and puts you in a certain state of mind. You'll
learn this technique and many, many others as well.
You won't become an accomplished magician; in fact, there's
only one trick that he actually shows you how to do. However,
you'll gain many other valuable tidbits that you can use in
countless situations . . . among them:
* When I read the previous sentence to a friend of mine, a successful
businesswoman, she said, "That is so true!" She lives by the following
aphorism: "Don't ask first; just apologize later." Instead of running a
new idea by her boss, she just goes ahead and tried it out. According
to her, too many "managers" are entrenched in their ways of doing things
and are likely to say no to something new. She just plows ahead and
does it on her own.
* If you're supershy, start in a nonthreatening, location such as an elevator.
The next time you are on the elevator with a stranger, break the silence
and compliment her. That's right. Find something noteworthy about that
person and say, "That's a nice (sweater/hat/watch) you're wearing. I
like it." This simple act forces the person to react. You've taken a risk,
and you've taken control of the situation. You've done something bold.
Bravo! If the stranger ignores you, or thinks you're a creep, don't worry.
You'll both be getting off the elevator soon enough. The pain of rejection
will come and go so quickly that you'll never even notice it. If you're not
in the habit of speaking to strangers, you'll be pleasantly surprised
at how easily people will chat with you. If you're shy, challenge yourself
to compliment five people daily. This is your first step toward conquering
shyness.
* When I was a student at Tannen's Magic Camp, professional magician
Tom Ogden explained how he handles incoming phone calls. When
someone calls for a potential booking, he taught us:
1. Say, "One moment, let me check my date book."
2. Put down the phone.
3. Go make a sandwich.
4. Come back.
5. Pick up the phone and say, "Yes, I'm available that day."
If you jump quickly at someone's offer to buy from you, you appear
desperate. Never appear too eager to make a sale. Ogden was clearly
joking about the sandwich, but it served as a lesson, reminding us to
hesitate before saying yes.
Book Description
If you want to conduct market research, but feel you have little experience in doing so, we have the ideal updated and revised resource for you! Written in an engaging and active style, the
Second Edition of
The Market Research Toolbox: A Concise Guide for Beginners describes how to think of market research in the context of making a business decision. The book begins by defining market research and discussing some of the various techniques. It then goes on to examine what objectives can be met by doing market research and the expected payoffs.
The Market Research Toolbox examines six traditional market research techniques:
• secondary research • customer visits
• focus groups • surveys
• choice modeling • experimentation
Author Edward F. McQuarrie describes how each technique works, along with its costs, uses, tips for success, and when and how to use certain techniques, as well as precautions to take while using them.
New to the
Second Edition:
- Includes new chapters on questionnaire design, sampling procedures, and data analysis to ease students into developing their own market research
- Expands the discussion of how to determine needed market research via analysis of the underlying decision problem
- Contains updated suggestions for additional reading to provide students with the most up-to-date resources on market research
- Provides an Instructors Resource CD containing PowerPoint slides, case questions, teaching notes, and a sample syllabus
The Market Research Toolbox is a valuable textbook for a variety of advanced undergraduate and graduate business courses such as Marketing Research, Marketing Management, Customer Service, Industrial Marketing, Sales Management, Consumer Behavior, and Product Development. It will also be of particular interest to product managers, research & development managers, program managers, engineers, quality professionals, and executives responsible for developing business strategies.
Customer Reviews:
An essential entry-level guide to marketing research.......2006-10-15
"If you intend to execute a particular market research project yourself, you will certainly need to read more than this book - for the sake of brevity, this book won't go into a great deal of depth on any single technique, but will merely open the toolbox and explain its contents and application," states author Edward F. McQuarrie, who clearly sums up the purpose of this book in the preface.
This book gives a clear overview of different types of market research (secondary research, customer visits, focus groups, survey research, choice modeling, and experimentation), as well as related topics such as questionnaire design, probability sampling and data analysis. The units end with clear "Do's and Don'ts,' as well as very helpful lists of suggested readings for those interested in learning more about a particular area of research.
While I found this book extremely informative, I personally would have liked a few more examples to clearly illustrate some of the points. In any case, I recommend this book to marketers, who want to learn more about the benefits and limitations of marketing research techniques.
Very Good Entry Level Overview.......2006-03-21
For beginners in marketing research, this book will give you a strong understanding of the basic approaches and the relative values of different strategies.
The best value this book should provide are to people who believe that their business is doing market research by interviewing a few customers or conducting an occasional study. This book will clearly articulate the value and the errors that limited study can offer your business or group.
Especially valuable to Product Managers, Sales People, and their managers.
Marketing.......2005-10-24
Great book for research for the non-marketing professional trying to learn more about those specific skills.
Good, but EXPENSIVE !.......2003-10-23
Well, this book covers all the essentials to conducting marketing research, or at least to understanding how it is conducted! I would have given it a fourth star if the price tag had been lower.
Remarkable and perfectly titled.......2001-09-10
If you're dipping your toes into the waters of market research, you need this book. Its title is perfect: This really *is* a toolbox, written concisely for beginners.
I bought this book when my boss assigned me a market research task that could determine company direction. He gave me the task because of my past work with surveys and usability testing. I wasn't comfortable flying by the seat of my pants on this one -- determining company direction isn't the same as determining what people didn't like about a Help system you created or determining what does and doesn't work well in a computer program's user interface.
So I bought this book, and I'm glad I did. McQuarrie minced no words in explaining what market research is and what market research can and can't do for you. He next helped me determine the real goal for my research, and showed me what market-research tools are best suited for achieving that goal. He even told me what tools *not* to use. He did all this in the first 35 pages. The rest of the book describes the tools in the box. I only read the chapters about the tools relevant to my task. Within two hours, I had learned exactly what I needed to know for success -- no more, and no less.
I especially appreciate McQuarrie's writing style, which Strunk and White would call "vigorous." He packs a lot of information into very few words.
Take note: McQuarrie explains that his book will help you determine what tools you should use and tell you the basics of using the tool. However, he cautions that you should hire specialists to actually use the tools, because there is a lot of specialized knowledge behind successfully using each one. If you're determined to use these tools yourself, McQuarrie tells you what other books to read to get started.
Customer Reviews:
More of an introduction than a handbook.......2006-01-10
OK as a starter, for someone who knows zero about media, but falls short of the mark for anyone who is a practitioner in a media-related industry. The first 100 pages are spent on "context" which might be helpful for readers who know nothing about marketing either (Ms. Katz feels it necessary to tell us what the 4Ps are...), but this leaves very little for anyone who actually needs to DO media buying, planning or research.
The Media Handbook a Handy Reference to Media Planning.......2003-06-19
Helen Katz' The Media Handbook is an easy to follow guide which will help a wide range of marketing/advertising students and practicioners gain a basic understanding of the media planning process. I feel comfortable making this observation as a former media planning executive at DDB Chicago advertising agency and now as instructor teaching two media planning courses at Loyola University Chicago.
This book begins with chapters on "What is Media" and "Media in the Marketing Context" then moves through the steps of the media planning process before it concludes with chapters on media buying and media plan evaluation/accountability. It provides a good overview of media planning yet spares the reader exhaustive explanations of media terminology and media math calculations found in may college media textbooks.
Author Katz has authored this 3rd Edition to stay current with the rapidly changing media environment. To a reasonable extent, she has succeeded although today's digital media technology changes are occuring at such a breakneck pace that any media textbook is somewhat out of date a week after it has been written.
A broad cross section of the marketing/advertising community will find The Media Handbook to be a useful reference source in understanding the role of media planning in the marketing communications process.
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