Market Research and Analysis [antikvár]

An obscure author once wondered, "Why write another marketing re- search book?" (Lehmann, 1979). Much to the delight of the author, the book of which he spoke actually sold several copies, so many that a certain publisher decided that a second edition was warranted. Hence, it is with some sense of satisfaction (if not enthusiasm for another round of reviewers' comments, galley proofs, etc.) that this second edi- tion was prepared. In many respects, the second edition parallels the first (e.g., same problems, much of the same SPSS computer output, same jokes). Spe- cifically: 1. While there are descriptive sections, the basic writing style is instructive rather than encyclopedic. The reason for this is the assumption that most people need to follow a learning process in understanding marketing research which is more than just memo- rization of facts. 2. The author feels that the best way to learn the nuances of re- search is by doing some. He has found that a simple project (define a problem, make up a questionnaire, go get 150 respondents, ana- lyze the data, and write a report) is the best learning experience in the course. Next to that, analysis of results seems to be the best way to increase understanding. For that reason, the analysis chap- ters contain studies already analyzed so the reader can see how inferences can be drawn from actual results. 3. A common data base involving 940 female heads of households' responses to a 1975 survey about usage of and attitudes toward foods is used throughout much of the book as an ongoing case mm VII